Recently released research from Pew should send a wake-up call to all marketers who have been–or may find themselves becoming–overly enamored of the “power” of social media.
Don’t get me wrong. I think social media has its place among any marketer’s arsenal of *potential* communication tools. But, I also think that too many marketers are far too eager to jump on the social media bandwagon without appropriate consideration to whether or not a significant percentage of their audience is out there. “If a tweet enters the Twittersphere and nobody’s there, does it make a sound?” Sadly, no. (more…)