There is a lot of good information and a lot of hype about social media and digital marketing out there. "Does It Work?" seeks to offer an answer to the all-important "Does it really work?" question for the real world. From there, he takes 10 principles that can be used to help to track actionable data realistically. It also shows how and why "unicorns" exist in the marketing and digital world and how to distill actionable data and plans that you can use. (Sadly, unicorns are created by magical powers outside of social media, unless you are lucky!) In addition, the book provides tips and recommendation on how to evaluate what you're doing to make sure it is making a strong marketing impact.