A September poll of adult internet users and marketing decision-makers in the US, the UK, France, Germany and Australia conducted by Pitney Bowes Software found that marketers need to be careful to make sure they are not overcommitting to social channels, and, moreover, that their actions on social media are aligned with consumer preferences.
The survey found stark disparities in the concentration of consumers on certain social media networks, compared to the percentage of marketers on those channels. Those making marketing decisions in the five countries in which the poll was conducted have responded to the heavy adoption of Facebook. But in many other cases, the number of marketers on a given platform outpaced the potential customers there. Read the rest at eMarketer.