We've all encountered those "web designers" who claim that you need facebook, twitter, whatever "social media web integration". And yet, we all know that you can buy facebook fans for as low as 500 for a buck, that you can buy twitter followers, you can buy google+ friends, you can buy web traffic to give any site a temporary artificial boost and make it look like the social media gimmick is working its magic
But where are the hard statistics?
Where are the studies that show that spending $X on "social media" gives a ROI of $Y?
And is the ROI better than if you had just spent the same budget on beer for the office party and returned the empties for the refund? It seems to me that, rather than being a way to add value, it's just something that will turn into an unproductive time sink - just like social media in general. Coincidence? I think not.
Does anyone have hard figures - not anecdotal "evidence" - to the contrary?