The honeymoon's over.  The companies that succeed now are the companies that stop staring at the shiny object and grab it instead.  The folks who grab it and use it for real.

Forget the tools.  Twitter is great.  But if only 6 of your customers use it, maybe get a live chat for your website instead.

Blogs are informative and great to read.  But if you have nothing to write about and nobody to write that nothing, do something else.  Maybe attend more events related to your industry and wear a really big name tag.

Try listening less to what everybody's saying you should be doing and start doing more of what works for you.  If they happen to be the same thing, then great.

But if only 15 of your customers use Facebook and 314 use Yelp, get on Yelp.  Who cares that Facebook has 200 million users?  Yelp has 314 that are waiting for you.

Are you doing what works for you?