Getting bored? Social media again

In Sites Consulting conducted a rather massive research about on line, trying to understand who is on line and what people really do.
The created this on line video to advertise their research, which in itself is rather interesting.
As usual, it triggered some thoughts:
Firstly, as a brand it is indeed about joining the conversation, it is not about Twitter or Facebook as the new advertising channel.
Secondly, the conclusion says it all: to some extend we can see what is happening, yet we don't know how to use it.
I believe the latter is extremely challenging:
Firstly because there is little margin for error: Errors can spread quickly and at a global level.
Secondly because social media prove to be rather volatile: by the time you grasp how to use them for marketing purposes, they will have changed, evolved, or might have been replaced by the next new hype.
Click on the title to watch the video