"It is undeniable that Facebook, the king of the social media hill, has accumulated a huge number of users who spend growing amounts of time on the site. Its growth and ability to attract a loyal and highly networked audience is to be admired. For brands, however, it is far from the Holy Grail of marketing. Facebook and other online social networks represent merely one channel out of many that marketers can tap to spark a powerful word of mouth wave. And when looked at in the context of the 'total social' opportunity, it is but one very small part of the overall picture and needs to be seen as such. And true to Naisbitt's 'high tech, high touch' megatrend, the fact is that online social networking is no substitute for the power and impact of face-to-face communications. Real world conversations—most of which take place face-to-face—are still the dominant mode of communication, and they are the most trusted and persuasive."