There is no doubt that we see an anti-social-media bias in research from traditional advertising organizations. A great example is a recent report from Epsilon saying with a headline to the effect that “55% of CMO’s aren’t using social networks.” Of course, the actual data said that 35% ARE using social networks, along with forums (52%) and blogs (37%). In my book, 35% of CMOs using a social networks is a major number, and big news.
My take: It’s plain old-fashioned scare tactics by traditional vendors trying to defend their turf against a new competitor. AdWeek, this publication, and tons of blogs picked up the negative headline verbatim. Folks, if we learned one thing from this elections, it’s that negative campaign tactics don’t work. Advice: Read the research, not the headline.