What can I do for you?
Without strategy there is no thought behind a company. If an organization has no goals it will be very hard for me to work for it. Same for an organization whose goals I cannot support. Let's see if we have a match!
Communication is the basis of any relationship. Do you like your customers/audience? If so, you should try to connect with them as much as possible. If you don't, get into another business!
I don't call this social media, because the social profile is so much more. Being available for your customers/audience is very important, but so is having the right intentions. Social media is just a tool to prove these intentions.