Social Media is not the end!
Is your social media strategy backwards? Are you tweeting about what you've posted on Facebook? Posting on Facebook about what you're doing on Twitter or your Wordpress.com blog? Social media tools like this are beautiful tools, but they are just tools. Don't let them be the focus. They are to direct traffic, not to be the target of your traffic. Post your content on your own site, and use your social media tools to bring the people to you.
If you're directing traffic to your social media tools, your pushing people the wrong way.