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There was a time not so long ago when the entire concept of social was so shiny and new that many marketers just jumped at the opportunity to get in on it in some way. Even if they had no idea what kind of return on investment would be associated with it – or much less by which metrics and benchmarks they could effectively and accurately deem a social success vs. failure.
But as tends to be the case, what once is shiny and new eventually loses its “of the moment” luster and, essentially, has to grow up or come into its own.