I have a love-hate relationship with technology and social media.

Having observed and participated in social media over the last few years, I have made some observations I want to share.   While there are many, many benefits to social media, I believe there are vulnerablitlies for advertisers, businesses and spin doctors in the race to get audiences to "like" their product or service.  Moreover, to some, the process is not intuitive, impeding the communication process itself!  Given this analogy,  social media might be counter productive to those markets.

We are on overload.  So much information is thrown at consumers, with many of them not knowing how to navigate to find their way through the milieu.

New technology is introduced into the market everyday.  This, in turn, out dates the products consumers' purchase. (Okay, I hear your 'duh'). However, with the economy in a crunch, many people just may opt to forgo that new purchase or future purchases and adopt a "wait and see" attitude with regard to new product roll out.  Just when one has mastered some new software, there is an updated version to learn all over again.  You know the drill.  

Understanding demographics and psychographics, I am well aware that most advertisers allocate a great deal of money targeting the 18-49 segment.  And yes, they are the ones having the love affair with technology.  For those companies targeting that group, it is working well for now.

Are businesses evaluating and targeting those consumers who can't navigate the web?
I can't hear them clicking "like" or "unlike" to what is served up on company social media pages.  I am afraid we are leaving these folks feeling exasperated and frustrated given the stimuli to which they are exposed on a daily basis. 

There is much to be garnered from a quality-versus-quantity approach in pitching your product.  However, it is not cost effective to throw the baby out with the bath water.  Statistics tell us that seventy-five percent of Internet users embrace social media. :

Every business wants to get buy in from the consumer.  I reflect on whether companies waste too much time and money on measuring and metrics instead of looking at the bottom-line in generating income.

 Uh-oh, I see a lot of "dislikes' on the horizon.

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