Rings Some of the major television advertisers of the 2010 Olympic and Paralympic Winter Games touted their plans to utilize the occasion to launch significant social media efforts. Though I find myself looking hard to find it. There is for certain great creativity among the ads including a thank you to the moms behind the athletes; social awareness campaign for Haiti; health and wellness initiatives; and sharing the food, drink and products used by Team USA athletes.

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It’s been debated for some time the value of social media for companies and organizations – Facebook, Ning, Twitter, Digg – what's the ROI? The problem is, most of those analyzing it from the outside, and even those within companies attempting to tap into the built-in audience of 350 million on Facebook, are looking through marketing, advertising, public relations, technology, business development or other lenses based on years of more traditional experience.