From Forrester â€œSocial 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.â€
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 donâ€™t click through as much so the influence doesnâ€™t show up in the data. Another valid argument is that most brands still just arenâ€™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, â€œLike many mediums, if businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising.â€ Facebook itself concedes that trying to market a product by engaging a community with posts is ineffective.