Social media is a valuable marketing tool when used correctly and when used on an ad hoc basis is nothing but random and confusing.
Are you using it right? Do you just add links and hope for the best or are you having conversations?
Is your business in control of you or do you know what is happening? What is your breakeven figure? How effective is your marketing?
Take the mystic out of social media and realise its a wonderful marketing tool that you control.