For that reason I try not to be too quick to criticize companies and people who don’t do it "correctly." Look at ABC News and their embrace of Twitter during President Obama’s first address to Congress. Was their correspondents’ use of Twitter sparing and tentative? I thought so. Did that detract from the broadcast? No. they weren’t "chicken" to do it. They also read Tweets from viewers; plus, we got to hear Sam Donaldson say "Tweet."
Another example: I heard that someone on Twitter may have been testing customer service response there, judging CSR from a small sample. If that’s true, it’s a foolish, useless exercise.
This is not limited to Twitter of course. Uses of any tool- Second Life for example- can’t be held up to real-world ROI yet.
Are you cutting slack in social media? Or does it have to perfect NOW?