is social media worth it?

It also depends on what you are marketing and who the target market is. Not everyone is on Facebook or Twitter or LinkedIn. Not everyone uses email as a primary communication tool. You need to use the proper marketing tool to tend to your garden (audience).

If you sell meatballs to the masses, the old system of print-radio-TV may still work. Although I see that 10 personal injury firms in Tampa Bay use the same system to Brand themselves and (hopefully) stay top of mind. One does an excellent job of brainwashing the market by spending Millions. The others need to find a better way to engage their audience, but I don’t think that social media will work well just yet. I’m told that the target market watches lots of TV and little computer access.

If your target market is on the Internet, searching and socializing, then you need to move your marketing there too.