Peter Kim

One of the few upsides to our Great Depression-like dip in the stock market over the past 10 months-plus is that people are starting to get serious about return on investment from their social media/online community efforts. With marketing staffs and budgets cut to the bone, how can they not? Participating on Twitter or keeping a blog might be “cool,” but unless those efforts deliver comparable or greater ROI as email or search marketing efforts, marketers can’t afford to waste their time.