But 30 per cent of consumers engaging with brands through social media is still a substantial figure.
Social networks were designed for peer-to-peer interaction, which will always be the primary objective of users on Facebook, MySpace or LinkedIn. However, this does not mean it doesn't present viable opportunities for brands and marketers.
By being smart, understanding consumer behaviour and playing on it, brands can become part of the consumer conversation within social networks - 30 per cent of 300 million-plus users is still a healthy audience.
Dan Leach, senior account director, Hill & Knowlton (from prweek.com/uk)