The importance of social media can not be overemphasized. You get it. Your team gets it. The question is, do your customers care to get it, or are they tired of being asked to "like" everyone and everything they meet? The big problem nowadays, with endless tweets, friends, pages, profiles, and tags -- is how to engage desired audiences in such a way that your brand is perceived as relevant.
In a world defined largely by social media -- from business reviews to cultural revolutions -- you cannot simply be where your customers are for the sake of being there. You must be there for a reason, and that reason must not be entirely, if at all, self-serving. Social interactions with customers must be authentic and transparent, and must also offer something real in exchange for eyeballs, consideration, and loyalty. Every "like" must be viewed as currency, and audiences must be rewarded for their willingness to accept you with something they deem valuable.
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