When it comes to social media, most people tend to focus on technology. "What's the hot new app?" "Are we on Twitter?" But that approach is incomplete. An understanding of human behavior (psychology:how we behave individually and sociology:how we behave in groups) is just as necessary.
Just because people "can" do something (technology) doesn't mean they "will" (human behavior). After all, people can still read newspapers, but increasingly they don't because other, new technologies enable them to do things they prefer; like connecting with friends or people who share their interests.
By understanding how natural human inclinations intersect with the technology that constrains or enables those inclinations it becomes possible to anticipate how people will respond, and that makes for effective marketing.
Spread the fire. GS