A major concern is how to measure the ROI on such efforts. There still is not direct correlation except the need to communicate with consumers. The trend combining word of mouth marketing through social networking, is proving to be a launch pad for brands. As the numbers increase, the fan pages grow, but will the amount of marketing your brand online overwhelm consumers? Will consumers eventually stop listening?

However, if a brand or retailer decides to engage social media, there is one definite benefit : connecting with consumers. In the non-traditional forms of advertising, social media can provide a platform for brands to strengthen their customer experience and tap into market demands. The key is to listen. For the brands who are listening to consumers, a wealth of information can be revealed.