How do you view social media? Is it a tool or a puzzle that you are still trying to understand?
Best perspective is to view it as a medium that is constantly evolving and has social connections at its heart.
The more you see at social media from this perspective, better will be your engagement and usage of the medium. This background should also when you design your campaigns or think about your social media strategy.
Later you can get into thinking about topics like Social Media RoI.