In June I covered this using the numbers from Compete: Why Math Really Hurts Facebook
All of this takes priority in my life over ‘Engaging with Brands via Social Media’. You will never capture but a small % of your customers and potential customers. This does not mean ignore them or don’t use the platforms. This means you need a reality check and figure out the real value and how to use these platforms. They work. But not in the way Facebook, Mashable, the Vitrue’s and Likeable’s, the VC’s and the Social Media Guru’s are telling you they will.
Don’t believe me still. Spend your day asking everyone you meet how many brands they engaged with today via social media. I bet most say 1 or less.