Great article by Emily Bryson York about ROI for Social Media.

The ultimate criteria should be: Did it move your business?

In Starbucks' case, it did.

Starbucks posted its first U.S. same-store sales gain in two years.

http://adage.com/digitalalist10/article?article_id=142202

Insert bad coffee pun about boosting business here, and enjoy.

Dave.