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SOCIAL MEDIA: Does success with social media boil down to an effective approach to relationship building and the resulting 'feel good' factor for brands?

YES: An obsession with ROI misses the point. Social media is about socialising and networking.

Robert Newham, digital director, Uffindell

The social web is fast becoming the most important communications channel for brands, be they B2B or consumer. Want some proof? Last month, Facebook hit a huge milestone, becoming the most visited site in the US. This means that Facebook is now a more popular destination than Google.