More subversive views questioning the value of social media and suggesting we focus more on content.
Personally i think social's value varies enormously by sector, is it a big purchase or is it something where purchase and consumption are frequent. Is information readily available? Is there inherent risk in the purchase decision? Is it a fun product?
The other point made is that majority of people who interact with brands in social media tend to be loyal high value or dis-satisfied. Certainly in retail it is hard to get the former to purchase more so what is the value of social in enabling them to influence the less frequent buying majority.
Interesting to see its the same old case studies referenced. Where's the new news?