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Good article but misses out on a key aspect of employing and managing social media in your business. You can and should measure your activities. It is not at all like "nailing jelly" unless you enter into it blind and ignore the tools available to monitor you efforts.
It does take time and is certainly not all about growing a massive follower base. Your network should be your target audience be that clients and/or referrers and opinion formers.
One further point - there are dozens of leading social media platforms and you really don't need to participate in all but someone in the firm should be charged with keeping an eye on emerging trends. By way of example Periscope and Meerkat - live video streaming platforms are already gaining traction within the professional service sector.
Social media should not be treated as though it's a hybrid of marketing not governed by rules. To be successful you need a clear strategy, well planned activities, broadcast schedule, well briefed and trained team matched with regular monitoring and reviews.