In the past several weeks a couple of my clients have asked me how necessary the use of social media is to their marketing or advertising campaigns. It’s a fair question.

I like analogies to explain the more interesting concepts of working on the web so here it is. 

If you must go to the grocery store to purchase an item that you have never bought before, generally you can walk right to it because you have passed it on so many previous visits. You will automatically know where to locate what you are looking for.

The same with people, businesses and products that are continually yet half-consciously viewed via social media. Until you actually want or need to find the person or thing, and then you go right to it because you are programmed to know where to look.

Thanks to Buddy Media /Luma Partners for the terrific chart.