I read a succinct article by Forrester's Josh Bernoff about a method for formulating strategy for using social networking as a marketing tool. POST is an acronym crafted by Forrester which describes how to go about properly accomplishing your goals through the use of social media. As Josh says, it's pretty commonsensical and could be applied to nearly any go-to-market strategy.
I wonder if most companies do in-fact go about their social strategies backwards, starting first with the thought, "we need a blog" or "we need a [blank]" (insert whatever social networking tool you want) without first understanding what the objective is. You'll notice that Technology is the last item in the POST methodology.
I suspect this backwards approach could lead to some companies abandoning their social media efforts. They might not get the results they want because they had no idea what results they were trying to accomplish in the first place and in most cases had no clearly defined method for measuring those results had they defined clear goals.
Read more from Josh here: Forrester Research: The POST Method