It is so very easy to enmesh your brand in the frantic social media activity of the moment; and it is so very easy to get off track, off-message, and, well, just plain off. Whereas Boards, CEOs, CMOs and corporate marketers are fairly adept at judging and managing the value, efficacy and quality of conventional marketing and media strategies, because they are essentially uncertain about what is going on in social media they can be easily led astray.