A new study from Pitney Bowes found social media to be one of the least effective engagement techniques for encouraging customer loyalty for larger and small businesses alike.
The survey found that just 18% of the respondents believed that interaction with a larger company or its brands on social media would encourage them to buy from that business again. The social media approach was deemed even less effective for smaller businesses, where just 15% of those responding said it would encourage their loyalty to a company.
"..sophisticated social media and Web interaction can be time-consuming and expensive and outcomes are difficult to measure."
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