I recently ran into this article on what to expect from social media. It really resonated with what I've been feeling, what I've been reading on various blogs and books, and what I've been hearing in JMC 335.
Many expect social media to be magical, and maybe it is. But just like a witch's cauldron or mystic's crystal ball, there has got to be someone guiding it.
One has to drive content on twitter, facebook and google+ just like content is driven in more traditional media. Just like with more traditional media, an audience has to be actively sought and engaged; it doesn't just appear.