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As marketers look back on 2011, they’ll no doubt see another year in which social media grew at a blistering pace. It is no longer optional for marketers both large and small to make use of Twitter, Facebook, and the like; social media tools have become a mandatory part of an integrated media strategy. But there is a looming issue that may come to a head next year, something that has continued to bedevil marketers since they began to use social media. That issue is ROI.
