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Real social media marketing takes dedication, time and resources, and there is no point having channels if you don't use them. Radio silence probably won't lose you followers, fans or viewers, but it won't gain you any either, and it won't achieve your objectives. In order to make social media work, you need to make sure that its value and importance is communicated internally and that time each day is set aside for your channels. Think about who is responsible as well. Will it be you doing the tweeting, buy 100 arabic twitter followers or will it be someone else's responsibility? If the answer is someone else's, you need to make sure that it sits within their core objectives, rather than being seen as an additional pull on their time, which can drop off the priority list when people get busy.