Recent report from Admap: an average of 0.5% Facebook fans interact with brands in a given week. Pretty low response, eh? Which is why direct marketing with average response rates of 1 – 2% is still a viable media option.
Every time a new touchpoint is invented, people and especially marketers rush to put it into an existing bucket.
We love what social media offers marketers. There is clearly a place for Facebook and other social media. But to consider it a replacement for other aspects of a marketing mix is a major mistake. Every media has its strengths and shortcomings.