Social marketing is a very hot topic in all corners of the marketing world. As the buzz around social grows, marketers are pressed by their C-suite to be ‘doing something’ in this space. In this environment, questions of performance measurement and accountability can be sidelined. Eventually, however, the noise level will subside, and questions on social marketing’s ROI will return with a vengeance. Marketers who can address the issue effectively will be those who have done their ROI....