When considering how much to invest in social networks, the important question is not "Are my customers using social media?" They are.
A better question to ask is "Are my customers using social media to make decisions about my product?" Odds are, they aren't.
This paradox is most evident in the "fastest growing" segment of social media: those over 55 years of age. This segment is large, but it does not generally make buying decisions using social media. That's an important distinction.