「ソーシャルメディアがすごいすごいと発言している方は、その多くが（ソーシャルメディア自体を収益源とするなどの事業を担っているがゆえの）ポジショントークです」と断じる。「やり方を間違えれば、企業にとって逆効果しか生みません」。

　担当者が疲弊し、企業は炎上を恐れて不規則発言にあの手この手で目を光らせる。それだけの「コスト」をかけていながら多くの企業から異口同音に聞こえてくるのは、「ソーシャルメディアでどれだけ売り上げが増えたかという確証が得にくい」という指摘だ。
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— 企業に広がる「SNS疲れ」：日経ビジネスオンライン (via rpm99)
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