"The flocking [of Pharma] to Twitter in general, and the increase in the number of feeds by some companies in particular, is exemplary of the fact that social media, by its nature, is becoming more granular. Targeted messages for targeted audiences.
It allows for the opportunity for “niche-casting” rather than broadcasting. In other words, the traditional way to get a message out was to buy an ad, for example, on the side of a bus and ride your message around to a few million people around town in order to reach the few thousand to whom you really wanted to communicate. Today, social media offers the option to reach out directly to the few thousand – a potential savings of both time and money."