Social networking has captured the imagination of users and businesses alike. More and more businesses today are using the social web for marketing. According to the CMO Survey, spending on social media outlets such as Facebook and Twitter, currently at 9% of marketing budgets, is projected to rise to more than 21% over the next five years.
All this social media hype has led to an explosion of social marketing channels, products, and services. However, there is still a lot of grey area in measuring the impact of social media marketing.