I am looking for a job, why should I care about social media?

I hear that a lot and recently have been asked to do presentations to several job clubs.

They did not ask me to do my usual “how to” presentation, instead, they asked me to design and deliver a presentation explaining why their members should care about social media and why social media was so important to their job search.

They also mentioned that a number of their members had been asked by employers what they knew about social media and how they would leverage social media to help the company if they were to be hired.