Social media allows big companies to act small again.
You must market your marketing.
People check their phone an average of 110x a day.
There's a lot of fear-mongering about "losing control" of your brand online, when, in fact, you've got control over as much as you always have: how you present your business and how you act.
If your competitors start copying you then you are doing something right!
Realize that the social media success equation isn't big moves on the chess board, it's little moves made every day that eventually add up to a major shift.