Social Media – Does buzz give you bang for the buck?

According to Coca-Cola social media has little impact on short terms sales but online display ads work as well as TV.  Does this mean you ditch Facebook?  Maybe if you are already as strongly branded as Coke is.
But if you don’t do print, TV or radio you are comparing apples with an empty barrel.
But don’t read our rehash, read the actual article.
As it says “It’s a stunning admission for a company who’s flagship brand has 61.5 million fans, more than any other brand on Facebook.