If I may edit a little, the same observation applies to all online media. Online Media is a process, not an event.
The diagram above illustrates this point. Traditional media requires a marketer and an agency to plan, buy and execute. Online media -- and yes, social media -- requires steps beyond execution.
Those added steps are to measure, optimize and revise. It's a constant process. That "constant process" is the difficult part for most organizations, because it requires a sustained effort throughout the marketing timeline and beyond. You don't just launch and then watch the sales roll in (or not).
I've provided a bit more explanation of what the "constant process" entails in this presentation on SlideShare. Even so, it's just the start. My next post will elaborate on what comes next.