So many people entering the online marketing world miss the entire point of using social media to grow their business. In fact, many make it harder and much more time consuming than necessary, while others get bombarded by so much information that it effectively paralyzes them.
This beautifully crafted post on The Relationship Economy blog explains the basics of social networking. I suggest that you read it and then compare your current social media marketing strategy to it. I think that you will quickly understand where your social marketing can become the performance engine that drives your business.