Without pages I think it's a little too soon for most businesses to jump on. But I recommend that people begin building circles around those they want to build relationships with. Especially right now it's pretty open connect-wise. But at some point the ability to reach out to others might be more constrained (For example reporters increasingly don't publicly announce their Twitter handles so they are harder to track down online.)
BREAKING NEWS! +Danny Sullivan has been announced as the keynote speaker for the 2013 Zenith Conference. Danny is the founder of +Search Engine Land and the +Search Marketing Expo (SMX) conference series. We are thrilled to have Danny on-board this year and he will bring a wealth of knowledge and expertise to the conference.