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With all the social media hype, monitoring of “what’s hot” is becoming a pastime, as well as essential for job security (especially for marketers). The notion is simple, align or link your message to what’s trending and it will get noticed.

However, rock solid execution requires staying away from trends and yo-yo strategies. It requires a disciplined focused on your vision, mission, strategic choices, and values. Building capabilities is hard work and requires dedication.

Don’t ignore the hype, just don’t get carried away by it. Use it to assess opportunities and threats, but stick to your plan, until you decide to change the plan.

For example, don’t take up a job, don’t invest your money, and don’t adopt “big data” just because everyone is saying you should. Do it because it makes sense.