Oh, how I agree with this article. No more "social media strategies!!!" You need a marketing strategy. Social media is just a part of it.
What you do need is to consider technographics a core part of segmentation and if the segmentation specialists don't have the knowledge to do this -- find someone to augment the data.
That's why our big push for 2011 is to get all clients to commit to having Technographic Profiles created for them. They need it and we need it.
You have to know how and why people are using technology. The same way you would never stop at "people like to watch TV." You would ask what shows they watch, when they watch them, etc.