According to the 2010 Colloquy/DMA survey, two-thirds of respondents were unable to express what the most important measure of social media success would be. All new media seems "promising," but consumers and brands have a hard time defining what the promise is and what it should be.

To quote a CMO at a large Fortune 500 brand, "We realize there is potential in all of these new technologies and media and there is a need for us, but how do we define it? It seems to be a moving goalpost."