Part of an unpublished appendix for The End of Business as Usual… The mystique of Twitter, Facebook and Google+ causes a momentary lapse of reason where businesses are surprisingly acting first and addressing “the why” at a later point in time, if at all. Without careful consideration and strategy, a great wave of stream fatigue, social blindness or far worse, customer unlikes and unfollows in will befall unsuspecting businesses en masse in social media. It will come down to a…