Social media requires an investment in time, resources, and education among over a list of significant factors. Larger companies and big brands have the resources to invest and are willing to take a long-term view of social, however below are indicated questions companies should be asking themselves beforehand:
Do we have the people in place to invest in social?
Do we have internal expertise in social?
We use an agency for ads, but what about the need in social ads?
We use an agency for creative help and expertise – but don't we need them for social?
(January 2012, "Social Media Wrap up",Tradepub.com)