The marketing industry is always trying to find new and exiting ways of business promotion, and lately, social network promotions have become the latest hype in the industry. Social networking channels such as Facebook, Twitter and LinkedIn, just to mention a few, have presented companies with opportunities to have a direct communication channel with their clients and customers while creatively handling their PR. However, as important it may be to have a presence on these sites, social media should never replace or act as a primary web presence for any company. Social media can act as a powerful tool toward business promotions only if it is paired with other online marketing methods.

It is always important to target potential leads and clients when they require your type of service and expertise. Social advertising media tend to act as a passive sources of advertising that usually appeals to each individual's interests, while other online marketing efforts such as search engine optimization and search engine marketing appeal to individual's at their time of need. SEO and SEM techniques, therefore, ensure that your company's exposure is maximized at the time when a potential client is ready to make a buying decision.

Source: http://www.reencoded.com/2009/12/11/social-media-isnt-enough-why-you-need-a-dedicated-web-presence/