Why do big enterprises tend to fail on social media?, opinion

In this flat world, social media must be used as a space for dialogue. — AFP

Lately, big enterprises have been asking these kinds of questions, "We heard a lot of SMEs and individual’s businesses have sky rocketed because of social media. But why doesn't it happen to us? We have invested: a complete team, better and adequate pieces of equipment and ad boosters. Still, it dosen’t seem enough".

Managing social media indeed requires investment. However, what kind of investments do we need?