Does social media work?

The Harvard Business Review recently published this article contemplating whether and how we know that social media is useful to a business. What do you think? We recently talked about whether these questions are answerable, and the degree to which you have to argue for social media’s benefits. Is the author just being a curmudgeon, or are all of his concerns warranted? What do you think of his suggestions, such as they are?

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One thought on “Does social media work?

  1. I think his concerns are somewhat warranted, but if it’s virtually impossible to measure the usefulness/profitability of brand awareness, then it’s also virtually impossible to say brand awareness is *not* helping the bottom line.

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