I stumbled across this excellent presentation on the difference between using social media tools and developing a social media strategy.
Too often, people in business and non-profits jump into the tools because someone on their board said they should be on FacebookTwitterYouTubeFlickr. Or someone read int he New York Times that social media is the way to go.
Anyone can integrate the tools, but without a clear strategy – including goals and measures of success – most of those folks end up using these mew media to do the same old (ineffective or downright annoying) push marketing. That’s the worst thing you can do in this space.