if you're looking to fill out that "rationale" page in your deck where you're pitching Social Media, Rohit does all of your work in this blog post.
For me, the important point here is that social media isn't something you turn on and off. Once you turn it on, it's on. And if you slack, your audience is going to move on and probably not believe you if you try come back. And unless you sell your stuff online, its not going to have an immediate impact. Just saying.