"A lot of people think social media is just a fad or just for the kids, but when you consider that millennials will account for 50 percent of the workforce by the end of the decade, it's obvious that there's serious opportunity here," said Alexander.
While organizations are spending 50 percent of their demand generation dollars on driving traffic to their website by using a combination of paid media, direct messaging and SEO, they don't understand that index search engines, like Google, are losing market shares hand over fist to social search, according to Alexander. As a result, social media monitoring and management platforms are a significant opportunity for solution providers. The best organizations listen carefully to what's going on in the Twitterverse, so they can respond to customer concerns, demand activities and even brand issues. Distributing social media content on one's website without management could be disastrous to their image.