Would I replace that $3M with Twitter alone? Never. 5 years ago you would have invested all your dollars into Myspace? AOL ads? Geocities? What happens when the shift away from Twitter and Facebook happens? And historically speaking, it will. You can’t count on any third party platforms to run your business on.

Consider the fact that Times Square alone gets more eyeballs per year currently than Twitter has users. Also consider that only 30% of Twitter users are active users. The ratio is not great.

I am an avid Twitter user and absolutely love it. It’s my favourite platform and i’m on all day long. I love brands that get Twitter and use it well but I don’t see Twitter as a cure all. If anything, I see the halo of social media starting to tarnish. More brands are abandoning social media due to lack of results than are jumping on board. The shiny new object is losing its shine. It happens. It happens every time. Until history stops repeating itself, i’m prone to believing it will happen again.