But what also chaps my oysters is when businesses don’t assess what’ll work for them before they try it – it’s not so much developing a strategy as it is a plan of attack. For instance, many of my clients are small businesses in the industrial/manufacturing space. Their engagement in social media ought to be thought through, because most of their customers aren’t using – or are restricted from using – those channels. What’s usually needed is some thought and observance to see who’s using what, and what they’re actually using it for. It’s a much different game for these folks than it is for consumer markets.

So, I think there’s some balance. But if I tilt a bit toward one side, I lean toward jumping. With a little thinking, too.