You can’t just do social media. You have to be what social media requires.
It requires that you actually care about helping your customers or are so good at faking it that people think you care.
It requires that you’re available.
It requires that you’re responsive.
It requires that you earn their attention and don’t just yell louder than the next guy.
It requires that you go keep innovating even if last year’s idea worked.
It requires that you seem like a decent person people might actually enjoy getting to know.
In short, it requires that you become something that might not be very comfortable for you. Heck, it might just be the opposite of what you or your organization are know for. Available, caring, responsive, attentive, innovating and decent people will win with social media. They are winning. It’s already happening. The rest are just doing some things with social media platforms and having moderate success.