As with anything, it depends.

Idealware: Should Your Nonprofit Use Social Networking Sites?

Are Social Networks for You?

So should you invest in creating a profile or networks on social networking sites? It depends on your organization. To succeed with social networking sites, you'll likely need a staff member or consultant who has a passion for working with these types of sites. You'll also need to establish goals to understand if the time commitment is worthwhile. For instance, if you're trying to expand your community, how many new people linked with your cause would make your time worthwhile? Be open to alternative goals, too: Perhaps your primary purpose with social networks is just to get your name in front of the younger members of your audience.

More than most technologies, success in social networks depends on your sense of adventure. There are a lot of opportunities, but many of them are not thoroughly explored or tested. You might achieve great success — or it could all end up being a great big waste of time. Think through the challenges and opportunities carefully, and then decide whether social networking is right for you.