For marketers, social media can be both good and bad. There's no question that social media is a valid way to generate awareness, engage customers in a dialogue, and potentially influence sales. Still, there is a dark side to social media marketing, as Jayson Demers explains in a blog post for Entrepreneur.com.
Demers points out, for example, that while there is rarely a monetary cost associated with social media, there is a cost in terms of the time marketers must spend to use it effectively, because it takes "several hours a week to even maintain the most basically active presence." He also acknowledges that "it takes a long time for social media to start paying off," and what's more, "there's no predictable pattern of success."
These and other insights from Demers are worth reading, and they could keep you from falling prey to false expectations about social media marketing. Read his article, "7 Social Media Marketing Secrets No Marketers Wants to Admit."