Social media: sales vs. influence

Stephen Baker for the New York Times on the evolution of social media in the marketing mix for leading consumer brands. Solid discussion of both the explosion of social media, the role of data collection, the importance of measurable results and how marketers are trying to come to terms with expectations for ROI. Looks like leading brands are now recognizing its growing role in influence, brand building and promotion vs. hard sales. More than reasonable we think…