Death of the Social Media Strategist: Overselling & UnderperformingSocial is cool, new, hip, and YES: powerful. But social alone is worth nothing. Without a landing page, a transactional opportunity and successful completion, social is worth much less than 8%. Social for "activity" and "share of voice" is worth applause and kudos, from your friends, but not the guys in the upper offices who are cutting the checks to Facebook and Google for social ads. You'd better get your ROI model firmly in place and justified so you can SHOW them why your program, position, project exists.