We also cater for social network integration. In fact we encourage it and discuss with the realistic expectations to manage and generate content, not just on your own site, but the stuff that goes on facebook, twitter and youtube. The content of your site can be pushed to facebook and twitter, or information can be pulled down. Have it your way.
Your content should be supported by the social networks, but not be dominated by it. Before any development takes place it is worth considering the source of your content, who will be writing it, how often and the quality of the text. Why duplicate content and de saturate its worth across various social networks?
The copy should be unique and bounce off the core content of your site, it should be manageable for your team to provide and should be updated frequently.
Tapping into different networks instantly gives you access to their native consumers.