So what does it all mean? In short, it means as communicators, whether in agencies or in-house, we've got to be sensitive to giving users what they want, in the form they want it. The reason is simple: for the most part, adoption of these tools is growing, and that trend is likely to continue. If you're trying to recruit new college grads, a Facebook page is likely going to be more effective (successful implementation and interesting content taken as a given) than would a series of podcasts about working at your company. If you're trying to reach your retiree population with an important message, a video of your CEO delivered via email will likely be more effective than would a Facebook page.
It's audience segmentation 101, I know. But here's the thing: this type of data wasn't always so readily available, and now that it is, I know I'll be paying it more attention.