While the audience depth of the various social media networks seems to vary almost constantly, what's not varying is the popularity of this medium. Social media usage among multiple audience segments, here and abroad, young and old, general and vertical, is only growing -- and it's growing steadily, especially in the realm of mobile users.
What makes social media so attractive and valuable is that it's a real-time conduit for measuring your audience's pulse and pushing out content that aligns with your brand. That makes social media management and analytics a key capability for any digital marketer. And if you take the trouble to integrate both your social media conduits and your analytics engines to other back-end services, like your customer relationship management (CRM) repository, for example, you can use both the data and the additional channels to fine tune those customer touchpoint as well.