It may be easy to set up technically - but the essence of social media is NOT in the technology itself. There are valuable ways to engage the people in your market and then there is going through the motions - and generally hoping for some automatic boost. The second approach will FAIL
Unfortunately the second is also what a lot of businesses do, especially when they first enter into SMM. To make good use of any social media channel, and that includes Facebook, takes an intelligent and savvy approach. Right now, a lot of businesses are just learning what doesn't work - at least if they're watching results, that's what they're learning. Then round two of their program can be better informed.