> The people who do pay for services like Twitter & Facebook are the advertisers and business owners who have probably observed questionable ROI on average for the past few years.
Demonstrating ROI on Twitter/Facebook advertising is one of the hardest things to do for clients that don't sell their products online (e.g. breakfast cereals). It leads to backwards behaviour: because you can't prove that advertising lifted sales, you start thinking, "What promotions result in trackable performance metrics?" and do them because they're trackable, not because they're good ideas.
Demonstrating ROI on Twitter/Facebook advertising is one of the hardest things to do for clients that don't sell their products online (e.g. breakfast cereals). It leads to backwards behaviour: because you can't prove that advertising lifted sales, you start thinking, "What promotions result in trackable performance metrics?" and do them because they're trackable, not because they're good ideas.