Hi Mike,

Good to find a topic on MCG I can get my teeth into! Really enjoying this one….

In response to your thoughts above…
I’m the first person to question why we should be doing something – to achieve clarity of vision and benchmark success etc.

However…

In my experience, sometimes we spend so long talking about doing stuff and teasing out exactly what it is we’re trying to achieve that the web moves on to the next thing before we’ve done the thing we set out to do in the first place!

So I’m now thinking perhaps we should just get out there and give it a go and if it works great and if not we learn from it! Obviously this has to be done with a deep understanding of the medium. I wouldn’t suggest just getting on with doing stuff on Facebook if there was a lack of understanding of what Facebook is etc. but I’m not sure we necessarily need a detailed sense of purpose – just raising awareness would be enough for me. Then sit back and let the thing evolve.