If you follow the social media scepticism of Bob Hoffman over at The Ad Contrarian, you might want to watch the above video.

But if you haven't got time to watch it, here are the highlights:

Mark Ritson, an English guy who is professor of marketing at Melbourne Business School, calculates that the famous Oreo Super Bowl tweet ("You can still dunk in the dark") - which according to one online publication "won the Super Bowl" - was in fact seen by only 64,300 people. Compared with the over 100 million who saw the TV ads.

Next point. For most big brands, only 2-3% of their customers have liked them on Facebook. "If social media is supposed to be a conversation, it's a bloody quiet conversation," says Ritson. "97.5% of their customers aren't listening."

He cites the case of Australian bank NAB, who have six people in their social media team, but in the previous week, only 276 people had engaged with the brand via Facebook. Out of a total customer base of 12 million. When properly rounded, that's an engagement rate of 0%.

Those are the facts. So what do we do about them?

This is where I part company with Ritson.

He reckons brands "aren't welcome" on social media, and that for most marketers, "social media is mostly a waste of time." He suggests the NAB social media team switch to other duties.

I don't see it the same way.

What if the early television advertisers had been told that people wanted to watch the programmes, not ads, and that they should give up?

Let's say that a brand's current Facebook strategy is not working. The solution is not to quit. The correct response is to find a way to make it work.

Globally, Facebook has 1.35 billion monthly active users. And Twitter has 284 million.


Get on it, people.