When businesses struggle with social media marketing, it is often as simple as how they view social media tools. Successful social marketing is often more about the mindset then the social media tools themselves...
Social is not something that we can be bought through pay per click or marketing campaigns....social is a style, a culture, an ability to find, share and connect with people.
Yes, you can buy media space however you can possibly gain brand awareness, but you cannot buy brand engagement. You can buy likes, followers but you cannot buy brand engagement.
Social media tools are delivery mechanisms for your brand's personality not a replacement!
Therefore is social media seems to be a waste of resource, a waste of time....ask yourself - do we have a social culture mindset or just a set of social media tools being deployed?