Social Media Measurement: Are you getting value out of Twitter and its peers?

In all the discussions about social media and ROI where a lot of black and white comments are the norm, I came across this post on Marketing Experiments which I find takes a very balanced view on this topic. The need for combining more traditional marketing ROI measurement tools with the new and fast developing ones trying to analyze social media, is explained very well here. Excellent contribution to the conversation.
Posted via web from JEBstream