I often wonder why companies get all excited about a social media campaign and then go about it half cocked... they build a weak Facebook and twitter page and then add lame posts, or rarely post at all, and wonder why it didn't work. To our mind that's like buying a radio campaign and just putting 30 sec of silence to air. You make a start, but don't follow through. Digital and Social media is the ENTIRE gamut. You simply can't do it half hearted and expect great (or any) results.
When we design a campaign for a client we include SEO SEM Blogger outreach, an app (skewed to making a sale), Digital and online PR, Link building, Content building, FB/T/G+ brand pages, Adwords, Online ads, generated content for Youtube, instagram, tumblr, Groupon etc
Any thing less is just a waste of time and money. If you're going to do it...do it all or nothing at all.
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