Forrester Research has put out a study that shows that ROI for campaigns on social networks such as Facebook and MySpace do not do as well as advertisers may anticipate. This is predominantly true for traditional ad campaigns.
Charlene Li, co-author of this particular report and a principal analyst at Forrester was quoted in iMedia Connection to say, “It is clear that successful social networking site campaigns do not follow traditional marketing rules.” She continued, “Social networking sites cannot be treated as channels because their members are not passive webpages.”
There needs to be a reciprocal connection between a marketer and a user to have a successful campaign. As consumers do not sit idle on social sites, interactivity seems to be the best form of marketing for them. Musicians and comedians have been the most successful marketers seen on the networks.