This article by Steve Rubel may seem like a "duh" statement to many people who are well acquainted with social media, but we need to remember that the majority of consumers do not use social media at this point.

Having data to back up the backend of the social media marketing theory can be a hude boon for those of us who are trying to forward it within our own organizations.

Everyone trusts a peer, nobody trusts a marketer (I read that somewhere and it has stuck with me ever since).