Social Media: Work vs Magic
Magic. I've seen this idea many times, item X will "save us", " make us rich ", "make critics vanish", what have you. Looking to some tool as a savior, the proverbial " magic bullet"; all our problems will vanish. Nearly daily I see emails promising "Pinterist will make you rich", along with myriad, similar titles. Magic sells, but never returns on that investment.
Social media won't make you rich, make critics vanish, nor any issue disappear. No blog post, tweet nor Google+ share will, either. It's way these efforts are called campaigns. Regular posts, with thoughtful content, over several channels, and with engagement, interacting; that's how an audience is built. Gaining fans, then nurturing those relationships, that's the gift of social media.