I think the question is, when is social media going to be integrated in an overall outreach strategy that communicates salient messages to targeted audiences in a cohesive, branded way? Like traditional media, print, tv, radio, outdoor, direct, etc.; social and mobile need to take their place in the tool box and be used as part of an overall communication strategy. Having 100 + accounts, much the way that having multiple logos, leads to identity confusion, dilution and cannibalization. When these tools are fully realized as a medium – not a method, the babble will quiet.