Social media maturity requires approaching it maturely, and an amount of effort equivalent to your desired outcomes.
From the linked article…
No matter how hard we try, we just can’t build a customer-centric organization if we do not know what it is people value. Social media are your keys to unlocking the 5I’s of engagement to develop more informed and meaningful programs:
Intelligence – Learn about needs, wants, values, challenges
Insight – Find the “aha’s” to identify gaps
Ideation – Inspire new ideas for engagement, communication, new products/services, change
Interaction – Engage…don’t just publish, bring your mission to life
Influence – Influence behavior and in the process, become an influencer