The decline of the once-robust Neandertal branch of our hominoid family tree gives a fitting analogy to the fate of marketers unwilling to invest time and attention to web trends (ie Twitter):

One possibility is that modern humans were less picky about what they ate. Analyses of Neandertal bone chemistry conducted by Hervé Bocherens of the University of Tübingen in Germany suggest that at least some of these hominids specialized in large mammals, such as woolly rhinoceroses, which were relatively rare.

Marean is not alone in thinking that Neandertals were one-trick ponies. A long-standing view holds that moderns outsmarted the Neandertals with not only their superior tool technology and survival tactics but also their gift of gab, which might have helped them form stronger social networks. The Neandertal dullards, in this view, did not stand a chance against the newcomers.

via The Mysterious Downfall of the Neandertals: Scientific American.

We homo sapiens are genetically driven with a sense of communicating and interacting. Twitter and the wide variety of social media tools are just more extensions of that biological impulse to gab, chat and form strong social networks in order to survive.

Play the one-trick pony marketer card all you like, just be aware of the future that awaits your species as you wait out the end in a rocky Gibraltar cave at the edge of the continent.