Many business owners think that the same business can be marketed to online and offline customers in the same way. However, I've found that the customer demographic is so different that it requires a completely different strategy. Yes, you can push Facebook and Twitter messaging that's similar to what you're doing offline, but you may need to tweak your outreach to convey a completely different message. Depending on your business model (service vs. product, geography, how you currently get new customers), this may require a slight adjustment to your message OR it could need a complete revamping of your focus. I've helped business owners make this leap and would love to share some simple brainstorming exercises to see what's needed BEFORE you enlist a social media marketing/management professional. Glad to help in any way I can.