I think that a majority of people miss the point of social media and think that it's wrapped up kinda like how SEM is/was. Social media won't attribute to "direct" sales by any means because that's not what it's made for. Companies need to look at social media as an extension for their web site and not a direct lead. I think that companies need to embrace it and use it effectively based on what their company does and how it can help market, not sell. It's something that should not be ignored.
I also find it amusing that there would be an article about this, but at the same time there is a floating bar next to it that has the social media tools embedded into it. What does that tell you?
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