Social Media isn't exactly a structured beginning to end plan.  Social Media is ever-changing as the customer and people interacting change their interests, engagement level, etc.  While you can develop a Facebook Fanpage or LinkdIn account, it requires ACTIVE INVOLVEMENT to implement social media.  Remember social media is building trust and personal relationships with your current and future customers.  The general understanding is a "Facebook" page is social media based on our extensive interviews with the public.  We can not stress enough that this is not the case.  A properly formulated and executed social media plan incorporates not only the better known sites like facebook, but business profiles, blog management, video ditribution, press releases, internet reputation management and numerous other client specific needs.