Social media in the real world

“Far from absorb­ing social media mar­ket­ing mes­sages, peo­ple are con­nect­ing with each other, build­ing trust net­works, and are quite sophis­ti­cated in their use pat­terns both for busi­ness and per­sonal use. As for mar­ket­ing mes­sages, they care lit­tle for delib­er­ate mar­ket­ing, rather, they turn to those they trust for recommendations.”

Stephen Collins on how consumers really perceive social media