First you were probably panicking, and then you were trying to move just as if you were touching the ground. Finally you gave up and learned to do it quite the other way round.
You developed a new muscle memory and realized that swimming and walking have very little in common but both activities can be equally fun.
Practically any social media strategy has a resembling life circle.
Firstly you don't have a clue what's this all Twitter/Facebook/Google+ is about and want to run away to cold-calling, constant spam emails and sales pitches like my-name-is-Jeff-and-we-guarantee-you-number-one-position-in-Google-in-two-weeks-or-your-money-back.
Then you're trying to do Social Media just as if it were any other old traditional type of Marketing, but the problem is that it's not old, it's not traditional and it's not straight-forward.
Eventually you learn how to do, what I personally call, the right thing and become more or less decent in Social Media, but that's not what I am going to talk about.
The transition from each phase is painful, scary and soaked with sweat. The goal of this article is trying to understand what we are or were all doing wrong on the second base (I mean SMM, not love affairs).