The ROI of Social Media; Earned Media Isn't Free; Obama's Hardest-Working Digital Tool. It's Ad Age Digital.

Tuesday • April 14, 2009 | READ ALL NEWS AT ADAGE.COM

Study: ROI May Be Measurable in Facebook, MySpace After All

Here's how a package-goods brand earned $1.28 million in sales from a $1 million social-media campaign -- and how it measured that return.

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Earned Media May Be Efficient, but It's Far From Free

Maximizing it requires much more than just "embracing" Facebook and Twitter, writes Pete Blackshaw.

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Package-Goods Players Warm Up Slowly to the Social-Media Scene

Every brand's success in the space begets another brand experiment.

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Why Watch Obama? Here Are 13 Million Reasons

His efforts may serve as a template for marketers looking for ways to keep consumers engaged beyond the point of purchase by using a tool as old-fashioned as e-mail.

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Why Free-Ride YouTube Is Finally Winning Ad Dollars

The Ford Fiesta campaign shows how deeply embedded YouTube has become in the strategies of even the straightest-laced marketers. But it's also an example of why it is such a tough business for Google.

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Online Shopping Goes From Solo Experience to Social Interaction

How one company is using chat and Facebook to make e-commerce more than just a solo endeavor.

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Bloggers Be Warned: FTC May Monitor What You Say

Thinking about letting a big-name blogger test-drive your new hybrid in the hope he'll post a glowing review? You might have to think twice, if the government follows through with its proposed plan to start regulating viral marketing and blogs.

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