Because social media is a PROCESS and not an event, it takes TIME.
Time is needed to tweak and design your social media landscape. Time is needed to experiment and explore what works for you.
Even more time is needed to interact and engage with your audience. This is the critical component for social media.
"Build It, and They Will Come" only works in the movies. Social media is a "build it, nuture it, engage them, and they may come and stay".
It's a process, not an event.
Dating is a process. So is losing weight, being a public company and building a brand. On the other hand, putting up a trade show booth is an event. So are going public and having surgery.
Events are easier to manage, pay for and get excited about. Processes build results for the long haul.