That is just the kind issue that makes tools that are emerging for dealing with social media interesting. Clearly, some are going to be beyond the reach of small firms. They are within reach of membership organizations and larger companies. But technology has a way of working its way downstream and the need seems great enough to entice companies to supply smaller businesses.

One company that was exhibiting at this week's Microsoft Dynamics user conference Neudesic markets Neudesic Pulse for enterprise-level social software. The software, which integrates with Microsoft's Sharepoint and CRM, can set up what is essentially a private social media system that provides for communication and groups and integrates with email.

Developments in the Microsoft world suggest the integration of social media with CRM systems and with outside data sources is going to move rapidly. Social media tools that integrate with CRM also appear likely to spread rapidly because contact information in social media platforms is highly useful in contact management systems.

As essential as contact information and data gathering is the ability to direct social media is important in the same way that the ability to direct traditional marketing tools and information in company databases has been. Business need tools. But they need secure ones.

Here's hoping that this kind of capability is rapidly brought in reach of smaller organizations.