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The goal is to sell someone something. >> not understanding how to use social media in a larger marketing mix is one place where experts think they get it wrong. >> i think social media and the open web, too, for a small to mediumized business is about creating awareness. it's less getting someone to immediately click on a thing and doing the action. >> dan greenburg is the founder of share through. a san francisco based agency specializing in website advertising. he says social media should just be a tiny part of a much more complex advertising recipe. >> facebook and social media can't be th...

Hi, everyone. i'm j.j. ramberg. welcome to "your business," the show dedicated to helping you grow your company. love it or hate it, social media particularly facebook is a big deal. and while there are endless questions right now about how it's been used and abused in the political world, in the business world, many entrepreneurs take it on faith that their company needs to be on social media if they want to stay in the game. we decided to take a closer look to find out what's the payoff? is social media really cost effective? it's a refrain we hear from almost every company these days. like ...

Use based upon the goals that brought you there in the first place. social media metrics don't always translate into increased awareness or sales. >> what is not clear to us is how the advertising works or whether it actually reaches real people. >> samuel woolly of the digital intelligence lab at the institute for the future studies the influence of automated software or bots on social media. >> bots absolutely get used in and around the business sphere to drive up support of advertisements to make it look as if these things are more popular than they are. and that's very problematic from a b...

>> each social network has its own community, has its own etiquette. and so the way that you interact with people on facebook is different than the way you interact with people on twitter. or the way you interact with people on ins gra m. >> facebook is great with engaging with a little bit of an older audience. instagram is a younger audience. >> people say link to an article. you can't do that on instagram. you can't link to things. kmeet i comedians blow up on twitter because they write hilarious tweets and everybody retweets it. >> scotty, cofounder of raging mammoth a california based mak...

Can. >> is social media cost effective? >> the dollar value of a facebook like varies based on community, based on demographic. >> and how many other likes does it lead to and who was it that liked it? >> how many people are interacting with the content? are they actually liking it or bots? >> based on the audience. >> how large is their audience? >> what is your outcome. >> based on the product, based on the company. >> et cetera et cetera et cetera. >> there is lots of talk in every hallway here at south by southwest about artificial intelligence and how it is going to change everything. we ...