Social media is a communication vehicle or a tool - just like billboards, bullhorns, hammers, or whisks. You don't decide you want to use a whisk and then run around trying to whisk things, results be damned. Rather, you start off with a task (in Hat Trick 3C parlance "an objective") and then pick the right tool for the job. The decision to use social media should go the same way: What are you trying to accomplish? Why? What does success look like? When you approach Twitter/Facebook/YouTube in this manner, you're more likely to be pleased with the results.
Millward Brown, one of my all-time favorite market research agencies, recently posted a great POV about considerations around social media. You should check it out: