I have used social media with good results when I worked with specific communities.
I was working with a restaurant and was growing the brand and it helps to engage with your community. I was using facebook. What I did was respond to people who rated the business positively and also those who rated it negatively and did customer expectation control management. Then also engaged on a regular basis so people didn't forget about us and kept coming back, facebook did and does provide value if used correctly and use it to truly connect with your audience. What has your experiences been?