It's sometimes amazing (and disappointing) what you find when you scratch beneath the surface of headlines. Take this one from Mashable: "Social Media Not a Big Factor in Holiday Purchases." It’s a big, eye-catching, alarm-raising headline, but as I dug into the story beneath the headline, I found my impression changed considerably.
The article reports on a ForeSee study that, according to Mashable, demonstrates that "social media may be an underwhelming driver" of retail sales. Based on the Mashable article, I downloaded the report from the ForeSee site, expecting a thorough exploration of social media's role in holiday shopping purchases. I was surprised to find that the portion pertaining to social media was a mere two sentences in the 22-page report. (In fact, ForeSee notes that its report could not contain all of the findings of the study, so additional information relating to topics like social and mobile will be made available in future weeks by request.)