At the end of the day, social media is not a marketing burden. Don't look at it as one more thing you have to do to market your business. Instead, see that it has given you a huge opportunity. You can talk directly to your customers and interact with your audience immediately. I think if we can truly wrap our heads around this, we can approach social media with much less stress.
For example, 2011 study by the National Restaurant Association confirms that consumers who use social media, including apps, Twitter, Facebook, Foursquare, UrbanSpoon and more, not only dine out more, but are more likely to become return customers. What an enormous opportunity for restaurants!