When it comes to social media, we are being pulled in divergent directions - an effort to reclaim some semblance of privacy and friends you would actually recognize if you we're sitting next to them on the bus vs. the social-media marketed need to be connected to more and more people. From a personal standpoint, I have to say that I know more about people I barely know than I do about some of my oldest friends. Some pullback would not be a bad idea. To businesses - particularly small businesses that are not marketing companies - my message is different. Get in the game.