Does social media ad spend equate to consumer engagement?

As major brands announce plans to increase investment in social media advertising, we must ask does social media ad spend equate to consumer engagement, and ultimately sales?

One could say that social media is making an impact on traditional advertising, as expected in a brand’s pursuit of Generation Y. However, what about the rest of us who are a shade older and perhaps with more disposable income, or younger or I hasten to add, just not interested in social media?

Is it the case that social media works for some brands but not all?

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