I have raved about social media engagement being just one possible method of achieving an objective, for example in my post "Will companies that use social succeed?".
I put social (along with all the other engagement tactics) in it's place within my Integrated Planning System (see slide 7).
Then I stumbled across this rant from Mark Schaefer. It is so good, I feel I must share it:
Please remember, social media engagement is not a strategy!