First off, thanks to the digi crew (including USA Go Digital, USA Online Business and VideoFilmWeb) for the links, we always appreciate it and these are some of the most influential (at least in our mind) figures in online media, not necessarily including social media.
Social media is under fire, and many would say for good reason. Although it can help you tap into your audience, it is not always with positive results. The web audience today is very different than the one even 5 years ago. It is an ever evolving thing.
If reaching a particular demographic is on your todo list, you might want to take a look at these folks: