This article was recently edited today on Forbes.com. Its about how companies are investing in social media while marketers are re-considering the metrics used to determine ROI.
The article argues that the emphasis on pure financial metrics is waning, and that payoffs from social media are likely to have first-order effects in non-purchase behaviors, such as people sharing opinions about companies and brands. This sharing, in turn, creates exposure, builds knowledge, generates attitudes, and ultimately prompts purchase.
This seems to support our classes conclusion on the effect of Facebook ads, but will this be a trend for social media as a whole?