Today's report from the Pew Center indicates that 65% of adults use some kind of social networking site.  The core audience for social sites remains young, but the growth continues to come from older users.

But measuring the effectiveness of social media continues to be a hot topic.  This thoughtful article on social media measurement myths crossed my desk last week.  Among the myths are one that echos my last post - "Likes do not equal engagement."

Mix in Google's strong foray into social search.  Add the near constant refrain that Facebook is dead, or at least on the ropes.  Sprinkle with Facebook's overwhelming user numbers, and you have recipe for consternation.

What is the savvy communicator to do?  The reality is that the landscape is changing faster than most institutions can react.  My mantra remains - know your audience.  Know where they are.  Use every arrow in your quiver, but aim carefully, and know why you're using each and every one.

[Via:  Single Grain]