From Direct Marketing News:
In a survey of engineers and industrial professionals, only 15% of respondents indicated that they have a Twittter account and more than half of respondents indicated that they are not at all likely to sign up in the future.
Those figures don’t exactly scream "we need to be in social media today."
Wow. That’s some bad advice, and a bad read on the data.
With Twitter: You could get 15% of prospects to follow you and get DAILY updates. For free.
With direct mail: You pray for a 2% response to a direct mail piece, which you can send maybe quarterly, and it’s incredibly expensive.