In all the hubbub about social media, a blogger at Social Media Today asks, are we really missing the point about the strategies we create using these technologies? Sure, the number of followers you have on your Twitter account matters and the percentage of readers coming to your blog via an RSS reader are important. But the real value of social media campaigns emerges when they're connected to other elements of a broader communications and marketing campaign. Social media should be a "component of the core campaign, and an important one. But it doesn't sit on its own," the blogger writes.