Is social media ultimately more an engagement platform or a traffic driver?

[youtube https://www.youtube.com/watch?v=nC1MK0ICM0w&w=620&h=315]

A couple of nights ago, I read this "It Takes 45 Days To Send A Single Corporate Tweet" article and thought to myself: Well, this won't really engender much more respect to the social media process. Then I read this piece on "Confessions Of A Social Media Strategist" and then this reply on…