Social Networking for Business: Measuring the Results
http://www.iabc.com/cwb/archive/2007/1007/Carfi.htm

Carfi, Christopher
Communication World Bulletin
2007

Abstract:

The online world is abuzz with talk about social networking. With companies such as Facebook seemingly constantly in the news, 2007 has been the year that social networking took its first adolescent steps beyond being the sole purview of, well, adolescents, and started to become a tool that is getting noticed in the business world. But with all the hype out there about online social networking, how can organizations begin to better understand the tangible business impact of their forays into this area?