I read Jacob Morgan, a social media consultant, when I can. Last week, the headline on one of his posts read: Do You Really Want More Companies Using Social Media?

His questions? Have people really thought through what it will mean if all businesses jump to the social media platform? Will oversaturation of businesses kill the value of social media for businesses and consumers?

When I hear questions like these I think back to a not-too-long ago time when something called e-mail came along. At first, it was cool. Then it became a nuisance, particularly when used as a tool by marketers. Laws eventually had to be passed and spam filters created to protect the consumer. Despite all the hassles, e-mail became a staple of life.

This time, though, it’s different. From the start, the consumer has had the power with social media. Is a company or marketer you don’t want following you on Twitter? Hit the Block button. Someone you don’t know wants to connect on LinkedIn? Hit the I Don’t Know This Person button. LinkedIn doesn’t take kindly to folks abusing their product. Someone want you to be a Facebook friend or join a group? Ignore them.

Overzealous marketers will feel the backlash from social media users when they violate the rules — both written and unwritten. Simply stated: A company will fail if it isn’t genuine and helpful in their social media conversations.

So the answer to Jacob’s question: For now, consumers have indicated they want businesses on social media. It’s up to the companies not to blow it. The consumers will decide if they’re wanted or not.