Know-How Exchange : Social Media

It depends. Can you provide some specifics on a real or hypothetical marketing program? What do you mean by effective .. roi, user participation or ??

I agree with Steve - it depends. For some, it has been very effective. For others, totally useless. Depends on what your are marketing, who your customers are, how you do it, etc.

As ever, the answer lies with your customers. Put simply, if your product - or an aspect of it or its use - can be chatted about, Social Media will be useful. It won't make you many sales, it will generate interest. For most marketers, that is sufficient as it will lead to signups and sales. That's when it becomes part of your funnel.

Perry Marshall has a neat test to see if your product is the sort of thing that will see a response from Facebook marketing. You can try it here - https://isfb4me.com

Whatever else you do, approach Social media with a big smile and a light heart.

Like so many things, it depends. Are you selling expensive industrial equipment or ice cream? Who are your customers? Where do they get most of their information in categories like yours?

Effective in doing what?