Our best quantitative research reveals that Facebook is not only top of mind across a variety of segments, but that it is used on a daily basis by more people than any other social media outlet. These findings cannot be ignored - in fact they must be acted upon. But where do we draw the line? The combination of Twitter and Facebook cannot be the fit for all companies seeking to engage in social media, yet these two outlets are the most common topics of discussion when beginning a project.
Stripping away the Facebook top layer reveals a rich ecosystem of other social media outlets. Marketers in general are ignoring these outlets in favor of the Facebook and Twitter combination.
Moving into the last half of 2009 will see many changes for Facebook and especially Twitter (as it moves to implement a revenue model). As a marketer you should always ask yourself this question, "If X was gone tomorrow, would my brand be okay?"
If the answer is anything but a resounding, "Yes!" you may have some work to do.
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