Social media is all the buzz these days. Media outlets, marketers, TV and business magazines (including this one) tout the power of social media to reach the public, shape opinion and even change how we do business. And it’s true, social media has changed the way we operate as businesses and how we interact with consumers. Perhaps even more important is how consumers now interact with us. But are we giving too much weight to a crowd of social media users who represent a relatively small portion of the overall population?