Does Social Sell?

For all the excitement about social media, there’s a specter hanging over its use by companies. Is all this Tweeting, blogging and Facebooking paying off? For some proponents, the question is irrelevant. They agree with the view encapsulated in the social media bible The Cluetrain Manifesto — markets are conversations. Companies have to participate in the conversations where they’re happening, ROI be damned. Their dismissal of metrics is summed up in an oft-repeated question, “What’s the ROI of putting on your pants on in the morning?”