Marketers’ excitement over new social media channels is understandable; these platforms have fundamentally changed the way that companies and their customers interact. But 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.

via Social Media Marketing Can Get Out of Sync with Consumers – eMarketer.