When someone nails a point as well as Tom Fishburne does in the above Brand Camp cartoon, I feel it's my duty to simply post that insight and provide you with the link to the full article. So, I've taken just a marketing minute to do just that.
For those of you who have any involvement with marketing, brands or are considering using social tools for your company, I encourage you to read Tom's post. It won't take long, but it may wake you up to some a simple truth that could save you time, money and disappointment.
I've seen this movie before, but it bears a repeat viewing. Bottom line, it's about putting the horse in front of the cart, not vice verse. Business Objectives, Strategy, and Brand should all precede the consideration use of a tactic such as social tools and media. If you'd like to read more on this, check out my post on "Social Media - Beware of Shiny New Objects."
So, to mix metaphors, are you a tweeting emperor or are you putting the cart where it belongs?