The Inconvienent Truth About Social Media Marketing
Social media is hot. Everyone wants to be on Digg's home page. Link baiting, especially using things like numbered lists, imperative rules, or controversial hooks is the SEM strategy du jour. There's just one -- major -- problem with spending so much time and effort on capturing the eyeballs of social media users.
Social media traffic does not monetize.
Social media is easy to hype because there is a lot of traffic on social media sites. But if you try to do anything with social media traffic to convert it to revenue, you will be hard-pressed -- unless you are selling CPM-based advertising.
From Internet Maketing and Online Annonsering