According to Ogilvy’s recent study “Does investing in social media create business value?” social media indeed has a strong impact on sales as well as brand perception. Integrated social media (social content + one or more channels) exposure is linked with significant increases in spend and consumption. For example, social media + PR exposure was associated with a 17% spend increase compared to the prior time period without these. Out of 20 channels analyzed, social media was number 1 or number 2 in magnitude of impact on spend and consumption. Get the full story at MediaPost