Measuring social marketing and media

While social marketing was originally developed from the desire that companies had to capitalize on commercial marketing techniques, it has evolved into a more integrative and comprehensive discipline that draws on a wide array of technology, from the traditional media to new media, referred to as "social media." As more and more companies invest resources into social media and marketing, it's natural to ask the value of this investment is to be measured, and this article in Marketing Profs tries to answer that question.