The success of SMM is absolutely dependant on the extent of Customer/ Consumer Engagement.
For example, the kind of discussions that take place on this Linkedin Group by Windchimes "Indian Social Media Landscape" is ample proof of its success. The group has generated a lot of interest across the globe. Don't worry about quantitative & qualitative aspects.
Kaya Skin Clinic is still not generating profits. Nevertheless, the brand has successfully managed to connect very well with its target audience through the Social Media. With this kind of buzz all around, profits is just a matter of time. Their spend on Social Media, I'm sure is just a very small fraction of its overall marketing budget.
Another company doing great on the Social Media is Mahindra&Mahindra for their beast named Scorpio and also for Xylo and Bolero. Check them out on Facebook. They have redefined what customer engagement means.
In July - August2009, I promoted a Bengali feature film "Angshumaner Chhobi" thro' the Social Media, a first ever serious effort in Bengali cinema. In a short span of 4 - 5 weeks, there were over 25,000 interactions. The film got nominated for the prestigious Anandalok Puroshkar & went on to win awards at various film festivals.
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