I think the biggest challenge facing any business today is keeping customer relationships strong, when your customer is looking to be part of the next new thing. As a business, is it really in your best interest to join every new networking group that springs up? Should you really try and keep up with everything your clients are doing? It's easy to get wrapped up in chasing the fads and lose sight of the client. Companies seem to forget that everything they do should add long term value to the customers experience, and that may not always mean participating in every new thing.