As I’ve previously written:

One of the biggest mistakes businesses make when thinking about social media is that it’s all about the tools — that if only they choose the right software they’ll be a success. That’s about as sensible as thinking your retail business will be successful if only you buy the right bookkeeping software.

As that article concludes, you actually have to think and work out what makes your business different from its competitors — not sprinkle the Magick Box of Social Media Dust on your website. All you’ll end up with is another messy collection of bits and pieces that don’t really work together well — because there isn’t an overall strategy, let alone a plan.

As for the personal angle, well, I’m simply not interested in being a widget-builder. There’s plenty of programmers out there already flooding the world with cute gadgets. I’m simply not interested in being another tradesman.

Also, creating a shelf full of pre-designed and pre-costed widgets for people to choose from assumes you already know what people might want, and can invest the time and money to create these generic widgets, all before you’ve got a single customer. Given that I think it’s the wrong approach anyway, this makes it doubly risky.

Skank Media’s and its clients’ goals might not be business goals necessarily, they might be political or societal or whatever.

Skank Media could be very focused: doing ONLY social media. Every project must involve a social interaction channel/device/mechanism tied into business goals.