Just because you come across the latest social or digital medium doesn’t mean you should do it. Be cautious as well as current. Just because you can doesn’t mean you should. A lot of digital and social media isn’t right for many companies or brands. Your skill (and job) as a marketer is to make the determination as to which media vehicles are worth your time and effort and which will best engage your customers through those platforms. Don’t get on the bandwagon just because a medium is the latest fad. Get on your “brand wagon” and draw customers to you.