From Forrester “Social tactics are not meaningful sales drivers. Forty-eight percent of consumers reported that social media posts are a great way to discover new products, brands, trends, or retailers, but less than 1% of transactions could be traced back to trackable social links.”
Sure, the same arguments are still valid: social media (and display ads) has an impact the same way TV ads have an impact – people just don’t click through as much so the influence doesn’t show up in the data. Another valid argument is that most brands still just aren’t using social media right: they post self serving drivel that no one cares about.
But consider this quote directly from Facebook: After instigating the biggest bait and switch in ad history, Facebook has the audacity to say in Time Magazine, “Like many mediums, if businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising.” Facebook itself concedes that trying to market a product by engaging a community with posts is ineffective.