It's true that seo is tried and true and does bring in the traffic that can make the difference. But social media has the same capabilities but in different ways. Education on how to properly use these is what's needed. As with seo it may seem straightforward and easy to know what to do but knowing how to do it and apply the techniques in the right way is the key factor. Companies would do well to not only invest in the capability but also in employing someone to run the campaign and tutor others in how to use it to their best advantage. It is a specialist area.