Often, social media experts say "don’t talk about the tools; it’s not about the tools." Of course, it’s true; to understand social media, one needs to understand communications, which transcends the ever-changing sets of tools.
So why do a bunch of us still obsess about tools, breathlessly jumping on the latest Twidget or Facebooger and declaiming its virtues (led by our sometimes silent cries of "first!")?
That’s easy. It’s because we’re communications professionals. Even when it’s not our job, it’s in our nature to geek out about new ways to communicate.
So go ahead and talk about tools. Just remember their place, their context in the worlds of your clients.
Also, I promise not to be too snarky about those who obsess about tools. Maybe.