I just see so many businesses pick up the next tool and try and use it – without either learning how first or without thinking the "why" through -not putting the strategy behind it to be effective.

I alked with a museum staff member last year (not a museum I worked for). I suggested she look into a specific site or "tool" & she said "don't tell my boss – every time he comes back from a meeting he says – we have to …get on Twitter, or Facebook, or start a blog….or whatever it is he heard about." Obviously with no time for learning or training or strategy – and without looking at the effect on the staff – just adding things to their job, instead of integrating new tools into the existing strategy or rethinking the strategy.