Social media is not a strategy, and it is not a tactic. Social media is merely a channel, and it may or may not be an appropriate channel for your audience. As an example, many manufacturing companies feel compelled to put up a Facebook page without ever considering if their audience is active on Facebook and wants to engage in the content you offer there. As an example, suppose my company manufactures fancy widgets. My target audience is engineers who work at semiconductor manufacturing companies. It may be true that engineers who work at semiconductor companies are present on Facebook, but they likely are not on Facebook to advance their careers or to solve issues they face on the job. They are probably there to see what friends and relatives are doing in their lives and to share their own lives with pictures, stories, etc. If this is the case, does it make sense for the fancy widget company to put in any time and energy on Facebook? I will counsel restraint if your situation is similar. The caveat is, as with any marketing channel, that you should feel free to test it and see if your hypothesis is correct. Your preconception may be right, or it may be wrong.