Social Media is not to be used merely as a channel for distribution, nor to drive to your website or run contests to get people to “Like” your page or follow your handle.
It’s known as “Social Media” because it all started with being social. Connecting with friends, family and acquaintances. Brands suddenly became involved in what were Social Networks, most unable to grasp the nature of the medium from the beginning. Many have adapted, others still fall far behind.