I agree with the author in that many businesses don't see much RIO on their social media marketing efforts. However, I would tend to think that is more of a reflection of a poor social media strategy as opposed to social media being worthless. Additionally, the article mentioned a brand ran a huge social media campaign and accumulated massive increases in likes, but this did not translate to an increase in sales. Social media is about scaling relationships, not about accumulating likes. The brand may have increased their likes but may not have done an effective job of building meaningful relationships with their customers.