Confusing bricks with mortar

I think companies need four basic things with their online presence,

1. Design
2. Host
3. Market
4. Measure

Right now, all of this is scattered all over the place. Companies are going to various places and duct-taping their needs together. They don’t know how social media fits into it all and they can’t get their heads around the fact that social media is the mortar that holds all the bricks in place. They keep confusing the mortar for bricks.

No bricks, no business.

Social Media falls into that Market and Measure tubes.