Why should marketers pay attention to social media? Are social media considered connectors?

What will be an ideal response?

Marketers should assume that anyone who spends time interacting within the online media environment fits the demographic profile of that environment and shares similarities, including purchasing behavior, with that segment. Research has demonstrated that social media users also believe that the companies they buy from ought to have an online presence and interact with their customers via social media. The majority of social media users also feel that they are better served by firms present within the social media environment. Marketers therefore should not look upon social media as connectors, but rather a vehicle for consumers to interact with connectors and, most importantly, for connectors to share information with each other.