The confusion of radio programmers on delegating their time and focus is understandable. We are asked to do more with less and less each day. Maintain ratings, approve and develop promotions, work with the sales department, make the web page sparkle, and maybe if you have time catch up on that social marketing thing too.
We talk a lot on this site about the importance of brand development through social media. You may have overlooked Facebook or Twitter in the past. You may have not put a lot of stock in their ability to help you add listeners and sell products. Maybe your attention to social media changes when you realize Google is worried about both Facebook and Twitter. The answer as to why is here.