Time 21:04 Before I head off to a great conference on social media at the NewComm Forum, author of The Age of Engage Denise Shiffman spent time with me on the Marketing Edge podcast. We get into the double edge sword of ROI for marketers, what sold a bunch of web banners, click through ads and email campaigns 5 years ago is now coming back to hinder social media adoption. Why? because relationships take time and are hard to predict. Shiffman suggests the social media measurement metric should be lift around campaigns and to implement small, focused projects with a clear objective. A discussion of that campaign its achivements and failures should be shared across a company to get buy-in and help the learning process. Shiffman has also set up Marketing Reinvented wiki as a marketing plan for a real restaurant opening in California this summer called Amanada’s Restaurant. It’s a down to earth, health food restaurant. Shiffman invites anyone to register for that wiki and comment about marketing a restaurant. Congratulations to Murine Juenda, of Seattle, Washignton the winner of the Age of Engage book from the Marketing Edge podcast. The next book giveaway is The New Rules of Marketing and PR from David Meerman Scott, to enter the drawing send an email to marketingedge@providentpartners.net with the words New Rules in the subject line. Less