Social media advertising underperforms other digital marketing channels in terms of providing business value to companies, according to a recent report by Forrester Research. In an August online survey of 395 marketers, Forrester found that on-site ratings and reviews were rated No. 1 in providing the greatest business value to companies. Next in the rankings came search; e-mail; branded communities and blogs; and online display advertising. Out of 13 channels, LinkedIn was rated No. 8, and YouTube was No. 10, followed by Google+, Twitter and, in last place, Facebook. Forrester's research shows that less than 15% of Facebook ads leverage social data to target relevant audiences and that Facebook's static-image ad units offer marketers less impact per impression than ads on other websites. See the btobonline.com report: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20131101/SOCIAL06/311019998/1723/rss01
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