He was opining on a recent Hubspot study called The Social Lifecycle that some have been using to say that Social Media for business and brands is no longer as big of a deal as some have made it. That consumers are turned off by branded content. That, while consumers expect business to be on Facebook, they really don't expect to engage with the brand.
Nothing could be further from the truth...for brands that don't use Social Media platforms to sell stuff.
As Jay concludes: "Maybe we need to worry less about sustained exposure and engagement – which this research shows consumers don’t really want anyway – and worry more about crafting social content that it so useful and relevant that it breaks through consumers’ collective disinterest in branded social media."
Methinks he nailed it.