I think that the companies spearheading these social media initiatives early are at a huge advantage. Not only to see what works, but also to see what doesn't before everyone else jumps on the bandwagon. The first person to put thier 'skin' in the game and try something new usually gains the majority of attention, while the laggards late to the game are seen as a “me too” company.

Thought Leadership and inbound marketing are here for the long haul and companies that got in on the ground floor are looking good. Hubspot and Blue sky factory are good examples of this.