The article is a cautionary tale about the myths around using social media to generate sales. There feels to be a belief that if I am on twitter, Facebook etc this will boost my image and sales. Reading the saga of others social media advertising is expensive and ineffective.

The pain is in first attracting the right people to click your advert. Then you need to get them to buy something. With such low conversion rates, the cost per click is too high for many to justify.