"I speak with marketing professionals every day (both client and agency side) who are defining social media strategies but are not themselves active users of social media services, much less students of them. They market on blogs, but aren't themselves bloggers (or even regular blog readers.) They define strategies for social networking but don't themselves use social networking sites like MySpace or Facebook.
Of course they are burning to "do something" in Second Life but often haven't even gone through the registration process (if they have, many more don't make it past Orientation Island.) And never mind newer social services like Twitter and Tumblr -- they've never even heard of them (but as soon as they do, they'll want to find ways to tap those tools for marketing purposes too.)
Yet, when all is said and done, they don't understand why their social media campaigns didn't work..."