Five fans and three tweets is not going to help you sell anything.
You can't survive without a social media program. Just like you can't survive without a Website. But what that social media plan looks like has to be driven by your business strategies.
Some people are enamored with particular tactics or types of campaigns and sell their services to you because you've heard that these things are the secret to effective social media. There is no such thing as a social media silver bullet. Like other forms of marketing communication, there is a discipline and a commitment to build a relationship through meaningful dialogue and value exchange.
It's critical to understand where & how your prospects & customers want to connect with you.
It's critical to understand where and how your prospects and customers want to connect with you. Are they Readers? Researchers? Participants? Skeptics? Change Agents? What you know (or need to find out) about your buyers and influencers use of Social Media will impact how much effort you spend on this part of the media mix and what you should expect from it.