Brands and businesses are busy finding out what their return on social media is. According to this report from L2ThinkThank it doesn’t look so great and even some scaling back from certain platforms is predicted.
This is a very interesting report about brands’ social media efforts and their returns. The results should not be ignored. However, it is questionable that these brands are using social media platforms the way they should. A look at the activity of major brands in social media (including brands that participated in this study) reveals rather modest activities and usage of the assets created. This is especially true on Facebook, where brands’ highest investment and focus are Facebook ads. A tool that for the most part helps Facebook to create revenue, but is about as effective as a newspaper ad was 20 years ago, if at all.
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