How would a social networking website contribute to brand awareness and ROI?

researching into social networking sites and how it effects brand awareness, perception, recall...and turning that into ROI. How would a social networking website contribute to brand awareness and ROI?
I believe most contributors to social networking blogs etc. are vehemently opposed to 'advertising' in any form .. thus attempts to 'manipulate' the blogs by 'planting' (fake) stories or 'pushing' the corporate point of view are likley to back-fire ... reputations and brand-image could be ruined by over-zealous advertising departments doing their usual 'spin' thing whilst 'pretending' to be genuine bloggers ..





Indeed, the 'most talked about' blogs are those that paint a negative view of a multi-nationals products and activities .. this is only natural = after all, if you have no problems with a product, who cares ?? but if the product is a disaster, everyone wants to know .. the expansion of social networking means that it is no longer to hide any bad news (recall, for example how fast the dead battery problems with iPod and overheating batteries with Sony Laptops was splashed around the net .)





Thus my own view is that social networking sites are a THREAT to the brand image and corporate profits (see, for example, what 'MoneySavingExpert' has done to Bank Charges ...)How would a social networking website contribute to brand awareness and ROI?
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thank you...

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http://www.associatedcontent.com/article/1478594/networking_wireless_and_wired.html?cat=15





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