Social media has grown over the years into a medium that combines technology and social interaction to give marketers a voice to connect with peers and potential consumers. Social media also personalizes your brand and spreads your message in a more conversational tone. Determine what it is you hope to accomplish by utilizing social mediums and be sure to set realistic expectations. If it is to simply drive leads to your sales groups, keep in mind your sales cycle. If it takes 12 to 18 months to close business, you may not see an immediate return on your social media efforts.