Social media sites can be incredibly useful. Pinterest, Instagram, Twitter, Facebook, and all the rest have created new means of communication and enabled companies to connect organically with users whose interests are already vetted.
That said, they can also be destructive. The difference lies in the way you use them:
If you publish an article on your own website, tweet about it, and post a link on Facebook, that’s fantastic. If you post an article as a Facebook note and then share it, your marketing and outreach are headed for a crash-and-burn moment.