An interesting new report – by people well-known in their own circles, but relative nobodies in the grand scheme of things -- looks at the bottom line benefits of social media engagement. Like Good to Great, the results are intuitive, and I really want to believe them – but like the Jim Collins book, the (social) science isn’t quite there.
Digital Media's headline is "Social media proven engagement proven to improve the bottom line". I'm sorry, no. Isn't it possible that the same factors that make these brands successful (forward-thinking management, willingness to take risks, etc, etc) are the factors that are leading them to try social media?
