You would be surprised at the number of CMOs who work at growing, dynamic concerns in absence of any marketing plan. Some blame it on lack of time; others simply prefer to "wing it." In what camp do you reside?
In my work launching new businesses (or fixing businesses that have plateaued), one place I see entrepreneurs in every industry get stuck, frustrated, or misguided, is in attempting to apply old models to new business.
Without a specific strategy and action plan behind your social media activities, your time and efforts will be a waste. So, let's take the upside down triangle model of social media and direct all of your efforts into a schedule that will help you know exactly what you are doing and why.