You tweet it, I eat it, all the way across the country

A word about how to launch social media for your business because everyone's doing it and you should

"We really need to." "We've got to." "We have to do it."
No. No you don't.
Your traditional company does not have to get up on social media because you've been hearing all about it. If your company is a good boy in khakis or a good girl in a skirt, they do not have to get the right kind of jeans and dye their hair blue just to feel cool.
I recently spent the morning at a traditional media company talking about their social media. "Should we...?" was asked a dozen times.
There is no "should."
"Everyone is doing it" has never been a good reason to do anything, and it's not a good reason to adopt social media as an individual, and definitely not to do so as a business. It is good to explore social media and to know your options, but that is not the same as launching a bunch of accounts and throwing your content up there to see what sticks.
Lurking is good. Lurk. See what other companies are doing. Check out your competitors. Learn the platforms. Then you might have a realization that "our company videos will make a really good YouTube channel," or, "Facebook photo sharing is perfect for our interior design pictures. Let's create a business page and make some albums."
In other words, let the unique original content you create lead the way. Social media sustainability always comes back to contributing unique original content as building blocks. If you don't have anything to say, grabbing the mic is a bad idea.
Forget "should." Should equals "We're obligated, but not enthusiastic."
And if you're not enthusiastic, what's the point?