As we’ve been saying since our 2013 Social Platforms report was released in early August, social media, for all its community-building and instant engagement gratification, is not a reliable revenue generator for brands–luxury brands, in particular. With budgets always foremost in executives’ decision making, how high a priority, then, should something like social media be? Is creating buzzy, sharable content, whether it’s a YouTube video promoting a new product or a six-second Vine celebrating Labor Day, worth the resource cost?

In our newest video interview, L2 Founder Scott Galloway answers this question and offers insights into when, and for which kinds of brands, it is advisable to pursue riskier, less ROI-driven digital investments.

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