Things change in social media on a daily basis. Just today, Facebook announced some pretty sweet features that will no doubt change the way we experience the web. As a social media leader for my organization, it's important for me to stay on top of the developments, recommend and implement where and when it makes sense.
I believe it's important for organizations to think about how social media will work best for their bottom line and implement only those tactics that have the ability to generate ROI. This will reduce the likelihood of getting thrown off track trying to introduce every new idea without a way to measure its effectiveness.
One way to stay focused and implement meaningful tactics is to integrate social media into the roll out of your business plan. Look at what you want to achieve and set a plan that includes connecting in a measurable way.
Applying this approach to your social media strategy makes it easier to defend. I "like" that.