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"social media's impact on actual revenue sucks"
Difficult to agree with that statement because it all depends on the industry you work in. Social media has a big impact on revenue for gaming, travel, sweepstakes/competitions, retail and others but the success metrics depend on how it's used.
It also depends on the type of attribution tracking and modelling a company is using. Simply looking at 'last click' won't give you the entire picture or quantify the value of social media. Social media is an influencer and should be treated as such.
Great article though.