Through a technology lens, social media isn't all that new. Let's take Facebook, it was launched five and a half years ago. It has only been in the past couple of years that organizations and businesses began realizing the application to overall business plans and campaigns for mobilizing support.

Facebook and other social networking sites got out ahead of the shift in uses of social media providing new tools for businesses and organizations regularly to make developing and communicating to tribes easier. Yet, today there is still a reluctance from companies and organizations to really jump in. I spoke with one company executive recently who said they had a Facebook page and a couple of people posting on it. She was proud of her company's entre into social media. My question was, what are you doing with it and how does it fit into your business plan?

It's great that you purchased the hammer, nails and lumber to build your house, but it's going to take more than just having the materials in place to get it done.