Catching up with your competition on social media is not going to be as simple as it was when they had a website and you didn’t. Within a few weeks you could have a compelling website that equaled or was better than theirs.
Social media ia a bit more complex in that just STARTING on Facebook or Twitter isn’t enough, just because you have a page means nothing. People are going to want to see activity, they are going to want to see what you’ve done. They want to get your tips and suggestions and advice pertaining to their specific project, and that is why you are already behind if you haven’t done anything with social media.