A person's attitude on an experience largely has to do with the expectations they have for it. If you are getting on a roller coaster and expecting it to be the best thing you've ever done, then there is a good chance you will end up being disappointed. You might end up having more fun on the smaller ride that had an unexpected twist in it because you came away from it pleasantly surprised.
Managing expectations is so important not only in life, but in business. One problem that a lot of business owners have is they expect their social media marketing to be the best roller coaster ever. That's not a fair expectation for a new marketing program.
You need to set out what you want to accomplish through your social media marketing. Don't be mad if the phone isn't ringing off the hook if your goal is to increase traffic to the website. One of the most common goals of social media marketing is to increase awareness. Building awareness of a brand or company is not a quick fix. It is a process that involves getting in front of potential customers multiple times. It can take time before it starts to effect the bottom line.
Another common goal of social media marketing is to increase sales leads. This goal can be accomplished by using an aggressive style of online marketing. Setting up a Facebook page and posting everyone once in awhile isn't going to net a lot of leads. Lead generation goals require actively searching for potential customers.
Social media marketing is a proven viable option for all kinds of companies. Just make sure you create clear expectations before you get started or else you might give up on something without ever giving it a real chance.