BtoB writes (emphasis mine):

Marketers who stick their heads in the sand and wait for this phenomenon to blow over are making a career-limiting mistake… The bottom line: People are out there talking about your company, your products and your markets. They’re doing it because they care, and they will continue to do it whether you want them to or not. If you’re not figuring out how to become part of this conversation, you’re going to be shut out.

This is not a test, a fad, a bubble that is straining to burst.

Market to it.