Search Engine Land has a post today offering The Inconvienent Truth About Social Media Marketing.
There’s just one — major — problem with spending so much time and effort on capturing the eyeballs of social media users.
Social media traffic does not monetize.
The reason people have a problem with social media is that they try to monetize it. Creating a viral application and trying to upsell from it is not going to work. The key is to create the viral application and use that to gain mind share, links, subscribers or something else and then try to monetize.
People are very wary of being gamed, that’s why nobody links to posts with numbers in the title anymore. Make something look like linkbait or appear like a viral marketing ploy and it will die straight away.