For Brands, Social Media shows returns but Measurement Hurdles Remain

As expected when companies' give an avenue to their customer's to provide feedback and engage with its products using social media like Facebook, Twitter and Foursquare, they see market share gains and improvements in sales and marketing efforts. The lack of a standardized measurement metric, though makes it diffucult to quantify the specific gains in brand value and ROI when one integrates social media marketing as a component of one's overall internet marketing plan.
http://www.emarketer.com/Article.aspx?R=1009011&ecid=a6506033675d47f881651943c21c5ed4