Social Media is about people, about your audience; Social Media is not about buzz words. Action speaks louder in Social Media. So it is not about your number of followers on Twitter or number of Likes on your Facebook page; it is about showing your brand's human side and let your customers know that you care about them.
As you may or may not know, we are currently at the 'end of the beginning' of the Third Industrial Revolution (as some call it). Otherwise known as the Digital Revolution. I don't know about you, but at my age, I am kind of surprised to find myself part of a revolution! Flattered perhaps. And there's nothing like a revolution to get that old body out of bed on a Monday morning.