Many marketers default to Facebook since it is the most popular social network. But unless all 1.5 billion Facebook users represent your target market, it isn’t necessarily your best option.
Social media can be a great tactical tool to engage one’s audience. Depending on your purpose and objectives, it can potentially yield great results. I do not, however, believe in ability of paid/sponsored features to deliver on a large-scale and remain very skeptical of the analytics and algorithms.
We have come a long way from the days of correlating column inches of earned media to an equivalent advertising space as ROI metrics. Yet sometimes I wonder if we have become so captivated with quantity, volume and “Big Data” that we miss the truly meaningful results – like getting someone home for Christmas.