To Heck With Twitter and Facebook

OK, now this should be a grabber headline.
My point is serious, though: I’m sort of commenting on a Wall Street Journal article which has limited commets allowed, but the point is serious:
A bunch of business owners were surveyed, and found that Twitter and Facebook haven’t worked for them, even though they appear to have tried, and continue to work, on using these two big social media vehicles.
My guess is that the owners surveyed were smaller businesses, and probably b2b for the most part. The 4% for whom T and F worked were probably retailers.
We found the same thing when we used T and F for this School; even startups don’t look much at T and F for anything. Established business owners look even less.
I think the bottom line is that you need to understand your target market before undertaking social media, specifically Twitter and Facebook.
I’ll look for more work on this subject from the Journal…it’s a big topic. Wharton and Harvard, turn some of your smart MBA candidates loose on the topic.