If you are a company using social media, do you ever wonder why you don't seem to be getting any results? Maybe it's because you are doing it wrong?
How often do you even look at whether anyone is engaging in your site? How often do you respond to posts. do you even take the time to find out who, exactly, is looking at your content?
Social media works, but not in a vacuum. And, yes, I am saying most companies suck at social media.