Putting Social Media Advertising to the Test

Modern social media have been around for about a decade and the chat groups, forums, and newsgroups that prefigured them were present online even before the World Wide Web emerged just over 20 years ago.  However, turning these platforms into competitive advertising media has been, at best, a "hit or miss" proposition.  This has left advertisers, ad agencies, and even social media companies wrestling with some tough questions:  How does an advertiser make money with social media?  How can the ROI be effectively measured?  Are certain social med.....