Here is a nice video with some arguments to defend the investment in social media for a company. You can also find some interesting examples of campaigns / activities that actually worked.
The examples shown are some best practices and they don’t show the huge amount of companies that have tried something, but didn’t succeed. This video is a bit a propaganda video to incite companies to invest more in social media. Unfortunately, the only real argument is that it’s cheap. This makes me think about the early days of internet, where everybody needed to invest in online because it was cheap … and then came the bubble … 10 years ago!
I’m not predicting anything, far from that. I’m a strong believer of the power of social media (not the media part as stated in an earlier post). But if you have a closer look at the examples mentioned in the video, you will see that they all have
- An objective
- A strategy
- … and an investment (even if it’s mainly just time …)