Everybody is busy and would love more time to focus on the issues at hand. In fact, getting back spent time is more valuable in my book then what my "hourly" rate is. Opportunity cost is the main reason. So when evaluating a specific technology, make sure to value your team's marginal time appropriately.
There's no ignoring social media as a digital marketing channel -- it pervades almost every aspect of our interactions online. Yet many people struggle to find success. So what do you do when it feels like your Twitter account is a one-way conversation, your Facebook page is a ghost town and Instagram is flooded with images posted by an angry mob with pitchforks?