Integrating Social Media into a Web Content Strategy

Here is an excellent Digital Web Magazine article on focusing on your client's needs rather than the technology:Integrating Social Media into a Web Content Strategy

Make it clear that social media is not about technology, nor about keeping up with the latest trend. The primary goal of using social media has to be communication, not technology and not viral marketing. A company has phones because it wants employees to be able to talk to other people, not because it wants to be at the “cutting edge of voice-activated, enterprise digital communication systems”—and not because it wants to call everyone in the phone book with a sales pitch! If the main goal for using social media is to be at the cutting edge of technology, or if your client’s eyes light up when they realize they can use social media to send a mass message to followers, it will fail. Social media is part of a long-term communication strategy to build relationships.

You can replace "Social Media" with any of the latest and greatest tech buzzwords... "AJAX", "Web 2.0", "Cool whiz-bang thingee". The focus should be on the what your client wants to achieve balanced against their customer's needs.