Some folks from a simpler time might not email people. Perhaps they have communications people or assistants for that. However that group is quickly diminishing. There are very few roles that don't benefit from the instant and accessible benefits of electronic mail.Similar there is internet usage, like it or not, Know it or not, everyone uses the internet.
The same can be said for social media. Maybe not today, but that day is coming very soon. Eventually everyone will be involved with social media. To say you don't "facebook" or use that "Social Media stuff" would be to identify yourself as part of the dwindling minority.
The ability to get your idea or brand, out to millions of people almost instantly is an incredibly powerful tool. The next step to integrating internet culture is less about just how to use the tools, and more about how to use them efficiently and effectively. Different channels offer different advantages depending on your objectives. No one has a tonne of extra time to spend on social media, but handled prudently it's a great way to interact with a large number of people, be it customers, students, team members or fans. Social Media is quickly becoming a skillset that cannot be ignored and is not a role-specific skill.