Generally the social media marketing services industry is its own worst enemy. Time and again we think we're turning a corner into being a useful productive part of our clients' businesses, when some cluetard guru suddenly pops up from nowhere and queers the pitch. "70 to 260 times as efficient" A little background: I more or less spend my work and hobby time analysing social media data, so words like "analysis", "research" and "data" are music to my ears. So imagine my joy when I first stumbled upon Kirk Cheyvitz's post on Pando Daily , peppered as it is with references to data (6 mentions), research (5) and mathematical models (2). Together with some people at his agency, (writes Cheyvitz), he: ...created a mathematical model, drawing on recent research and our own experience, to directly compare the cost of delivering brand messages on TV versus Facebook [...] Since, oddly enough, such a model had not been built before, the finding probably bears repeating, so it can sink in: Not twice as efficient. Not four times. But somewhere between 70 and 260 times , depending on numerous variables. (my emphasis) That's the stuff to give the troops! Facebook advertising is 70 to 260 times as efficient as TV advertising? Pack your bags, TV advertising, it's time to go home. Instead of investing ad budgets primarily in the media vehicles and tactics that work the best, managers spend too much on the ad vehicles that have always been the most popular with