Believe the hype and social media is the answer to your marketing prayers. Yet, many marketers remain unconvinced; they are aware that it's big and influential and they 'need' to have their brand in the social media space, but not 100% sure why they are doing it or what they are going to get from it.

In a classic market intelligence response, some try asking social media participants themselves to little effect. 'Because everyone else is doing it' is rarely a good answer for any question. Yet, that's as far as most people can go when it comes to explaining their social media behaviour.

Wearing his sociologist's hat, Synovate New Zealand's Jonathan Dodd looks a little deeper and tells us that it's the 'social' in social media that cannot be ignored. Click here to read the full article.

Artwork by Michelle Kurtz. Michelle is one of the many art students affiliated with UGallery.com. Please click here to see or purchase more of this artist's work.

NB. We the people' is also the name of the artwork. Thanks to Michelle Kurtz (via Abraham Lincoln) for the inspiration!