There was an article going around this week in the Wall Street Journal and Fast Company about a new Forrester report on social media marketing, and the headline was bold: "Brands Are Wasting Money on Facebook and Twitter, Forrester Says."
In the report, Forrester analyst Nate Elliot talked about how brands don't really have a social relationship with their customers since Facebook and Twitter posts are only reaching 2% of their fans and followers and "less than .1% of fans and followers actually interact with each post on average."
While the numbers might be shocking, this is not a new trend (and one we've written about recently). But that doesn't mean you can't do anything about it. In fact, if anything, this report further proves the importance of 1) making sure you can track the money that you are spending on Facebook and Twitter ads and 2) the importance of growing your email list so you have control over who sees your messages.
If this report has you concerned, it shouldn't! There are a few things you can do to make sure you are still in a position to succeed online, and above everything else it starts with being obsessed with growing your email list.