Better buying decisions may be the motivating fueling today's business social media climate. Two way communications from happy and less-than-happy customers can now be viewed with a few mouse clicks. There's no where to hide mediocre business models anymore because information is so readily available.  Social media for business is here to stay perhaps not so much as a way to capture additional business, but also to keep from losing low hanging fruit.

One business man I talked to who is very successful and fully engaged in the social media methodology sounded a little like JC Penney who said, "I'm sure that half of my advertising isn't working. I just don't know which half."  Ditto for social media campaigns. The truth is, the strategy is still too new to get a handle on real ROI to know whether it's working or not, but the smart money is still on those who fully utilize Facebook, Twitter, You Tube and other similar applications that inform potential customers.