The headline on this post comes from a statement by John Squire, senior vice president of product strategy at Coremetrics, in reference to his view of how today's U.S. marketing professionals feel about social media initiatives based on a recent survey by Coremetrics.

'…not worthy…'

No kidding. Welcome to my world.

You can read the entire article here at eMarketer. Be sure to check out the graphs showing where the money is going: online advertising, for example, which more and more 'prosumers' are learning how to ignore.

It really shouldn't surprise me. Examine, for example, how long it took for television to catch on. Television came on the scene in the late 1930s. It took another 30 years before the first presidential candidate debate was broadcast over TV. It took a long time for people to 'get it' back then; it is taking a long time for people to 'get it' today.

Back then, and still today, the advantage goes to those few who brave the new world first. It's a wide open opportunity to stand out and level the playing field for those who can stop doing what they have always done just long enough to try something new.

Just one final comment if I may, however, about how some professionals say one thing and behave another. According to Coremetrics, more than 75% of U.S. marketers say they think social media can give them a competitive edge. But, as reported in eMarketer: The same respondents said that only 7.75% of their online marketing spending went to such tactics.

What, don't want that competitive edge? Afraid of heights? Worried you'll cut yourself on the 'edge?' Fearful you may have an overwhelming urge to jump or a peer will push you over?

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