This post argues that monetary returns on Social Media are small, virtually non-existent – certainly not worth investing a sizeable portion of digital-marketing resources in. According to a late 2012 study by Forrester, 39% percent of online retail transactions by new customers start with clicks from paid or organic search results and less than 1% come from social channels. An interesting read: http://www.barryadams.co.uk/2013/07/social-media-is-dead-long-live-seo/

Forrester study: http://www.forrester.com/Less+Than+1+Of+Online+Purchases+Come+From+Social+Channels/-/E-PRE4104