If you live in a city of a 1,000,000 plus your actual ‘contact’ with people is limited to the epi-centre (i.e. where you live) and a radius of some mile/kilometer or so around you – In effect creating a village in that large city; and reality says that a small % of that million inhabitants are your real contacts…each person has a different village some constituents overlap as in Facebook, Twitter et al! So PLEASE STOP pretending that we have access to Billions of people in Social Media because WE DON’T! There are many villages in FB/Twitter/LinkedIn and of course a few larger towns and a city or two that get created (as per all social media sites) and you have to realise this before you waste your money on advertising and sponsored media in those domains. Social media reflects life, reflects business and is a parallell universe to our everyday existence. Open your mind to the reality and ignore the hype…Think about it!