Social media is no longer a stop-and-go investment, but rather a long term strategic channel that, when integrated with other marketing efforts, allows brands to connect with users over time. Results of a recent survey we conducted find social media efforts valuable in their ability to grow brand awareness and increase dialogue with customers. In addition to spending more time thinking about how to engage audiences, marketers will soon begin to measure social media’s impact on the business through a more traditional ROI definition: attributable sales and costs.