...But the bottom line is this, social media is PART of the MIX but it is not the solution. AS A SINGLE CHANNEL, social will deliver very little in terms of ROI. Here's the good news, as part of a coordinated program (where social feeds email, and seo, and online ads) social media can be the "accelerant" that takes your ho hum program into something worth cheering for. But that's the long story.
The short story is this. - Facebook ROI is some of the biggest mythology in online marketing - Twitter as a lead or demand generation tool is greatly exaggerated - Google Analytics can not tell you why visitors to your site chose to buy or not buy your product - The entire mix of social media (Facebook, Twitter, Pinterest, Blogging, LinkedIn) still only accounts for 8% of the marketing budget.
And the next piece of logic is this. If you are a social media strategist, you are expected to make that 8% jump through hoops, perform miracles, AND deliver ROI (which you must demonstrate with excel driven accuracy). It can be done. Well, part of it can be done. But without the total ONLINE MARKETING MIX working together, it's like Tweeting randomly into the cavernous world of social media. You MIGHT get a RT or a tweetback response. But you are unlikely to get anything resembling success....
Via Jeff Domansky