This article looks beyond your usual cookie cutter demographics, because we don't all behave in the cookie-cutter style we are expected to behave like. This is where "psychographics comes in" - but not covered, although hinted at between the lines.
example of power of "socialmedia examiners" uncovering half-truths. The case of SIGG and BPAs (what ever that means) - they kind of make it sound harmful though. check it out
This is really good and it links to some of the reading I've done and which I'm starting. It looks at finding the nuggets of wisdom & good practice within the community!