I keep finding myself confronted with the same common misconception that everyone has to start implementing social media tools – all of them, in every situation, as soon as possible. The reasoning frequently behind this urgency is as follows “…because everyone else [insert competitor, coworker, classmate or other here] is doing it”.

You shouldn’t go around asking everyone and anyone if they want a blog. Blogs aren’t candy. They’re a tool (from the Journalism Iconoclast).

Blogs, and other social media tools, are about relevance and, believe it or not, moderation. The ever-growing list of technologies are not intended to substitute traditional communication mediums in their entirety, but rather to supplement them. Thus enhancing communication, networking and community – and idealistically, resulting in greater effectiveness and value of purpose.

It’s easy to see the bandwagons for Facebook, Twitter, Tumblr and the like, and it’s even easier to jump on them, but it’s much harder to pick a path of your own (from Media Guerrilla).

There is great potential in utilizing such technology, but in order to cultivate it one needs to be open to charting his or her own course that exceeds the mainstream notions. It’s all too frequent that the tools are quickly implemented without purpose, fail and then are blamed – leaving a bitter taste in folks’ mouths towards the social media movement as a whole.

So what’s next? Charge ahead:

[Learn] As much as you can about social media tools and the movement. There are so many great resources out there and people to talk to. Check out “Nine Lessons for Would-Be Bloggers” and the slew of other tidbits from techsoup.org

[Criticize] The tools as they pertain to your specific situation. As it’s been repeatedly noted, the tools, including blogs, aren’t applicable to every situation. So take a time out and think about if they’ll bring value to you in your specific situation

[Develop] Your reason, or reasons, for wanting to implement a particular social media tool. Ask yourself, “what is the purpose (beyond the technology)” or simply ask yourself “why”

In the end, it’s all about a “healthy caution” as well as mindfulness and intentionality. The more we learn about the tools, their underlining purpose and our own reasons for utilizing them, then the more informed we are to question, criticize and implement successfully.