It’s not a question we’re often asked, principally because most prospects and clients automatically assume it the case. At our company we’ve long known different. I was just running through some stats for a client project we’re near completing.

The marketplace is U.S-centric, at the junction of business-tech and Financial Services. No shortage of cutting-edge technology, major deals, plenty of money, global organisations, heavily performance-based. If there’s a technology invented to gain an advantage they use it. And just look at the figures.

Approx. one-third of the top 75 influencers have an active twitter feed (i.e have tweeted in the past month) and less than one-quarter run an active blog (have posted in the past two months). Most of those with a blog also tweet. So whichever way you look at it, significantly less than 40% of the top influencers maintain a presence on social media. That’s not to say they’re particularly keen users, and certainly not prolific, but they are there if you look for them.

When you’re ignoring over 60% of your most important targets, why would marketing depts. continue migrating so much of their outreach to social?