How to Avoid the Social Media Catch-22

One of the most frustrating moments for a marketing manager is being
required to answer the question, “so why isn't this social media thing
working?” from a company stakeholder. If that's you, you're not alone,
as so many companies, large and small, desperately want to see a return
on investment in this wondrous channel called “social media.” After
trying it out, many people are wondering what all the hype is about.

the fact that many of companies are realizing success using tools like
Facebook, YouTube, and Twitter, other companies are not. There are of
course several reasons why this is the case, but success or failure
always starts with planning and strategy – or lack thereof.