Although I'm sure he doesn't claim to be psychic, check out Seth's blog and read about his Meatball Sundae (and his great upcoming book of the same name!) He always seems to know what issues the online marketer is dealing with.
As a marketing consultant, his description of a marketing meeting with a new blogging consultant is what I face almost daily. I call it 'pin the tail on the tactic' marketing. Clients want a social media tactic to pin on their online strategy. They aren't interested in how it fits in, or whether its even right for their organization. They want a ___fill in the tactic____ so that their management will feel they are 'keeping up.' In this regard, size doesn't matter. Big companies and small suffer equally.
I'm hoping that Seth's new book gets people to focus on what they need to do to make social media a reality.