Social Media was the darling starlet of the marketing world, but as time and technology move on, people have begun to wonder if the luster has worn off. CMOs have questioned its role in the marketing mix, ROI calculations still prove to be elusive, audiences continue to shift and the direct connection to incremental sales is just not there in many cases. Which leads us to ponder…has Social Media lost its way? Brian Cross from Elasticity and Rally Saint Louis will discuss new ways of looking at Social Media as part of the communications landscape and reset expectations of the medium as a valuable communications tool. He will also go over new ways of collecting and analyzing data to help provide quantitative results to know that the time and energy put into Social Media are paying off.