The short answer has got to be no. Right?
Social marketing as a discipline has lost its halo and is struggling to come to terms with itself in a post digital world.
Excuses have been given and countless studies have been published, but the nagging doubt of performance remains. Yes, of course ‘paid social’ works – it is a very effective and efficient buy. But social as a channel, as a thing, as an approach, as a marketing investment remains in doubt.
Last year we saw the notions of brand community, organic social and brand inspired amplification seriously challenged as credible strategies. Making impact even more elusive to come by.
But what is impact really? And can social deliver in a way that stands up?
According to IPSOS 80% of most marketers are still tied to soft metrics like engagement and according to Forbes only 15% cited they have been able to prove impact quantitatively with hard business metrics. Sound familiar?
Admittedly social gets a tough assessment in the funnel. It can and does act as a powerful ‘assist’ to lots of decision points in the buying journey, but is rarely afforded its fair share due to the way performance is attributed by most marketers.
Commentators are revelling in this post adolescent angst of social.