Nice short headline, don't you think?

But here from Jason Burby is a nice, neat and compact overview on ClickZ of what he's learned recently about corporate attitudes toward social media initiatives in a series of meetings with marketing/agency types in five cities across America. I think he makes some very valid, very reasoned points that help put this whole thing into reasonable perspective. Jason Burby, by the way, is the Chief Analytics and Optimization Officer for ZAAZ, a Web business consultancy implementing data-driven business initiatives for long-term clients across the U.S.

His concluding point struck me as very appropriate:

Marketing executives see the value of understanding visitor behaviors and are beginning to embrace the opportunities. But they're also realizing online success involves much more than just buying tools and trying to work them into the regular Web update cycle. They're beginning to understand they need to change their organizations, how they make decisions, how they share data, and more.

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