There seems to be a strong missing element in today's marketing – ROI.
To succeed as a entrepreneur, you just need to develop mass, without regard to monetization. "Build a social network site and they will come." But what if you're on the other side of the equation, as a marketer?
I've asked this question, as a consultant, to many clients who have joined the social networking marketing bandwagon, "What is the ROI on your investment?" and "Can you break it down per website?"
One client's answer was actually, "I'm afraid to find out."
What are your measurements? What is the ROI on each of your media channels? Basically, "What is working and what is not?"
Marketing/Advertising budgets are tight; choose wisely and measure the results.
Side note: since the "ad"vention of marketing, many claim you cannot measure advertising results with any degree of quantification. Social networking is just another channel. ROI can simply be "Did using this channel bring additional sales/recognition/(insert your goal here)?"