What happens after the Facebook Fan Page, Twitter accounts and Blog?

“One of their biggest fears was that customers would abandon their site in favor of one that was more socially engaging.”
Clearly we can expect to see adoption rates continue to rise, but what happens after the Facebook (Facebook) Fan Page, Twitter (Twitter) accounts, and blogs are created still remains somewhat of a mystery.

SHOOT: You need two things to win in the social media wars: community and content. The subtext to both of these are local and hyperlocal perspectives [relevance] and continuity. There is so much ADD noise out there, if you're providing a safe, sane, navigable space then you'll have sustained, and useful exchanges.

clipped from mashable.com According to eMarketer, a combined 99% of surveyed online retailers currently employ (86%) or plan to employ (13%) Facebook Fan Pages. Similar stats hold true for Twitter too. 65% are already all a-Twitter, with 26% planning to get in on the action as well. If the survey results are to be trusted, nearly all online retailers will have Facebook Fan Pages, and 91% will be using Twitter for status updates by the year 2011. Data from the “Community and Social Media Study” was gathered between August and September of this year, and shows that retail respondents are also favorable to creating and managing their own blogs, but they’re not as keen to adopt the longer form outlet as readily as they are Facebook or Twitter. In fact, at first glance, it might be a little surprising to find that only 55% of those surveyed have blogs now, but 65% and 86% have Twitter accounts or Fan Pages respectively.