Очень интересный анализ. Полная версия — http://mashable.com/2010/01/26/maturation-social-media-roi/
The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.
In 2010, we’re entering a new era of social media marketing — one based on information, rationalization, and resolve.