Just because you’ve read some tool is “ubiquitous” doesn’t mean it’s a smart option for your company.
Just because “everyone’s on there” doesn’t always mean you need to be.
Just because something is technically “free” to use doesn’t mean you’ll have the time to use it effectively.
Just because you can doesn’t mean you should.
Just because we’re living in an era where you can make applications (or have them made) for close to free doesn’t always mean they are the best solution. Anything for free takes time to understand and use effectively. You need to understand the utility of a given tool before you implement.
Time and time again I hear people saying, “we must get on (insert popular idea of the day)” without a single thought as too why.
If you can’t figure out ‘why’ you are implementing a new tactic, you shouldn’t implement it.
If you’d like to find out more information on finding your “why”, take look at “The new definition of strategy”.