Are social media connections in MMOs useless?

"Everyday we take the Massive daily posts and bring them to Dragoon discussions. We would like to thank Massively for their original content."

I first started to notice it in Champions Online. Cryptic gave us the ability to broadcast our achievements in the game over Twitter: "CapnCrunch has reached level 10!" At the time, it felt like a silly idea that wouldn't catch on, but for some reason, it has. More and more we're seeing studios working hard to integrate popular social networks into their MMOs, and more and more I'm wondering... why?

RIFT has been big on doing this, implementing the ability not only to set your account to automatically tweet achievements ("Hey guys, I jumped off a bridge and didn't die!") but also to post them in Facebook. The game also allows you to record video and take screenshots to post online, which seems to me to be more useful but still probably not as captivating to a potential personal audience as one might hope.

So my question today concerns these social media connections in MMOs -- are they useless? Are they just a fad that few people use? Do the ones who do use them end up annoying their followers with a stream of spam messages? Or do people actually enjoy the ability to have their games tie in with their social networks and see how their friends are progressing?

TH