Check it Out: The Value of Social Currency

I have to be honest, every time someone mentions "social currency," I immediately wonder what the catch is. Yes, social media is a powerful marketing channel for brands and a great way to engage with consumers, but retailers know all too well that a slew of Facebook Likes or #mentions on Twitter doesn't always yield a strong return on investment. So, what's a mere 140 characters really worth to a brand? Apparently, around $20 bucks.