A social business is an organization that has put in place the strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value 
Building online relationships through social sites such as LinkedIn, Twitter, Blogging, etc. are important, but if you have to pick one over the other, building off-line relationships is more beneficial.
Planning is important to a successful social media strategy. Don't just build it and hope people will show up to find you on your social media profiles. Set realistic goals, write down your plan, and then get started!