The debate regarding the value of social media to marketing is ongoing. On the one side we have the evangelists who preach that you just have to get in there and not worry about details like ROI. On the other, we have traditional marketers who are becoming more vocal in their demands for some kind of measurability.
A whole new range of social channels has joined existing interaction channels and have shifted the focus from communicating as in messaging to communication as a balanced mix of cross-channel dialogues where listening is key. Five major changes in the social media age.
In any product category, roughly 10% of the consumers account for more than 50% of the profits. These super-consumers clearly know what they need and want, buy a lot of what they need and don’t mind paying more to get it. Furthermore, they are “passionate and engaged, sometimes even a little obsessive”. And you really need them, more than you think.