Thanks for the comments. You ask a great question about to what degree companies will invest. More and more companies are taking a long-term view when it comes to societal impact, and recognizing that it takes time to shape and deepen brand equity and reputation. Companies that are integrating societal impact deeply in their brand DNA will not be able to—or want to—cut and run. Rather they are seeking ways to make meaningful contributions against focused outcomes so that they can demonstrate results to key stakeholders including consumers, employees and increasingly shareholders. Our appetite for societal impact has reached a point that companies can’t ignore it (only 6% of consumers globally believe that companies exist just to make money; everyone else expects businesses to drive positive change). Don’t expect this to shift anytime soon: Talk to young people today and you’ll quickly realize that a brand’s commitment to positive societal impact is not a nice-to-have, it’s an imperative.

Maybe it is time that the Google monopoly gets a divorce.

PS: Why, again, does your wife wants me to know where you are? She doesn't care ? I don't get it.

It's nobody's business where I am or what I am doing unless I email them or call them or vice versa. It's not my business where you are where you are watching TV either...unless you want to call me. If anyone thinks they are giving you a bargain, you are all sadly mistaken. They want your data and they are giving you a pittance, a shiny dime so to speak, for everything that you would consider personal and private.

Christopher - have a read of Dr. Byron Sharp's book "How Brand's Grow". I'm sure you will find it a challenging eye-opener.

Council Bluffs, Iowa is in the Omaha DMA, not the Kansas City DMA.

"Walking around with a computer plastered to my head? Pardon me, but I don’t think so." Oh, I don't know. 15 years ago, could you have imagined most people continously walking around with a tiny screen in their hand, totally distracted from oncoming autos and interrupting face-to-face conversations? Is it such a huge step to imagine the screen near our eyes? Could anyone have predicted that people could become addicted to following the comments of vague acquaintances on Facebook?

Erik - yes, social media ROI analysis is in its infancy. I believe this is a result not because we lack tools and metrics, but rather there is a disconnect between data analysts who lack understanding of social media, and social media managers, who lack an understanding of analytics. Thus, we are at a bit of an impasse. I presented at Social Media Week DC on this very topic (how to measure the ROI of social media) in an effort to help social media managers take charge of their efforts and lead the analysis front for their organizations. I archived the presentation on my blog here: http://www.dansoschin.com/2012/02/16/social-media-week-dc-value-of-like-recap/

To be fair, I'd rather not read an article written in a tone for good green children... Trying to think of a polite version of the phrase, but 'Don't be an a**hole' isn't sounding any better. Will be a good challenge to find the right words for teaching kids this lesson, as they no doubt need it too ;-)

This is such music to my ears. Transmedia Brandcasting is the only monetization plan which will support TV Everywhere. Drop us an email for more information at info@wcntv.tv or visit my Linkedin Page http://www.linkedin.com/in/wcntv We provide Commercial Free Product Placement Branded Entertainment for Video on Demand and global streaming via WCNTV2GO.

INteresting article. Major brands have been measuring the impact of social media on their brands (and then on revenue) for quite some time. It's a bit more difficult for smaller brands because they don't invest in the right data or otherwise. Check out ROIofSocialMedia.com if you would like to follow this discussion. Thanks

muy buenas plataformas google facebook

Updated: Pinterest has stopped using skimlinks for now.

Aaron - Big LOL - totally hit home. Probably one of my favorite posts made by you, to date. In general, I read your articles to gain knowledge and insight. This one, on the other hand, addressed an issue that has been a constant source of tension between my wife and myself for years now. Whenever people ask me - "What do you do?" - I get a migraine. How should I go about explaining something to this person, that he she will most likely not even have realized was a profession - SEM, Digital Marketing, etc. My wife always says to just tell them I develop and design websites. Maybe it is just ego, but giving that answer, would just be such a blow to my professional life...So, I used to try and explain what I did - literally saw the words coming out of my mouth going right over the person's head, while the person was yawning. :) Now, I simply answer - "Stuff that has do to with the internet and other digital media." People usually don't care to know more than that. Also, my parents, siblings, close friends, etc., have no clue what I do. I've explained many times, but I guess unless you are really entrenched in the industry, it's just too hard to understand. Even my father - Ph.D. & M.D., can't wrap his head around it... Glad to hear that I am not alone in this... :) Look forward to your next article! -Yoni

Good point. I'm often asked what a 'like' is worth from my co-workers. I say, just like having a Facebook presence, you don't question it. You simply have to be there (on Facebook) and you have to acquire 'likes'. Point of entry. More important is this - is there a sufficient volume of conversation occurring within this social media element that you can/want to participate in it? Is your target there? What is the mindset of the target and type of conversation you can engage them in? If you choose to be there, then other metrics can be important (e.g., on Facebook, virality can indicate conversations that are resonating). Still, I'd like to be able to quantify what a 'like' is worth so I'd know how to build achieving that into the value proposition for the consumer and the retailer. Anyone got a perspective?

With our soaps along with soapnet being cancelled. It is time to let our cable and satellite providers know that we still want to watch our soaps. There are several Facebook Groups trying to organize an effort to fill out soap coupons for everyone that would be willing to pay your satellite/cable provider to add a soap channel to their lineup. Please it is important that if you are interested PLEASE fill out these coupons and mail them in. You can also contact your friends and family and let them know about the coupons and see if they would also like for you to mail in theirs. Here is the link below for more info about the coupons. http://sudz.tv/content/coupon

Great news for Google and may help cover some of the lag in search.

Kudos Mike. I think there is a second string to privacy and tracking. I know this is based on a sample of n=1, but I still get 'targeted' ads online for sports watches and cars - even though I bought my trekking watch for my 2009 climb of Mt. Kilimanjaro and am more than happy in my now 2-year-old Audi. The use of persistent cookies just becauase I did something, wanted something, went somewhere and searched for something a few years ago is an extremely blunt tool masquerading as a sharp one.

Good read, good points. We're testing a non responder response management strategy now. After a month we'll read and see if it's an Audience Management strategy too.

I am heavy user of G+. I love it. I just started a page for my business, and that will take a little time to figure out how best to use the network for that purpose. As for brands using it, most are laggards and followers. One great, well-publicized (in other channels) success story will bring in droves of them.

Thanks for this article. As to Elin Nordgren, she said she destroyed the house because it had termites. I expect that once she got rid of one pest, she decided to get rid of them all. :->

Can you define "conversions" for me? newsletter conversion rates, and sales email conversion rates

Hi Jesus, Glad you enjoyed it! I think the term was used primarily for stark clarity. You're right to challenge the description though, because we should not allow ourselves to get cynical about this. Regards, jim