The oxymoron is that social media is both extremely important and irrelevant. It’s seemingly everywhere, yet it’s invisible.
Take CEO Jim McCarthy’s comment about social media in Forbes:
[I]t’s disappearing from sight. . . . The evolution of social is dispersed and private. In 2013, this change became real, with the advent of things like Snapchat, Whisper, and the ascendency of Tumblr. In the future, people will use more platforms, use them more privately, almost like we use email. . . . Think of it like a whale in the ocean. You can occasionally see the fins or a waterspout, but what you can’t see beneath the surface is much, much larger.1
The key is to be where your customers are. ...