Increasingly, consumers don't search for products and services. Rather, services come to their attention via social media.

With the growing reliance on social media, we no longer search for news, or the products and services we wish to buy. Instead they are being pushed to us by friends, acquaintances and business colleagues.

Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics.

The ROI of social media is that your business will still exist in 5 years.