If the maxim "what gets measured, gets managed" should be used to judge the use of social media in companies, then clearly the topic is moving beyond mere casual interest. Cutter Consortium's recent survey on the topic makes that abundantly clear. However, until I analyzed the results of the survey, I felt that many in industry were thinking somewhat schizophrenically. Most CIOs and business leaders I talk to are -- themselves singly or speaking for their organizations -- of two minds regarding social media.