From HarvardBusiness.org:

The current state of “social media” for many businesses looks more like an episode of MacGyver than Apple’s design process. Duct tape and bubble gum hold together fragile tactics such as Twitter accounts run by the summer college intern (nothing against college interns) or agency-generated Facebook fan pages that have few actual fans.This is not how any design process begins. It’s not a purposeful or intentional act of originating and developing a plan for a product, structure, system, or component. It’s a reactive fragmented approach that may achieve short-term results for marketing but usually ends up living in isolation (a social media department). And while reactive tactics can produce some tangible results (PF Chang’s recently delighting a few customers via Twitter), it can become difficult replicate or scale to the size of your entire organization.