Most of us want to avoid the hype when it comes to what's new in online marketing -- meaning we don't want to spend much money on experimental ploys simply because all the gurus are talking about them.

Chris Brogan brought up the question of what will convince businesses to delve in and experiment more with social media. The answer, simply, is results.

I'm seeing more businesses interested in pursuing social media as a marketing tactic, but they are at the same time eagerly grasping for the evidence needed to assist in turning their interest to action.

When you find something that makes sense for your business and can clearly present a case for moving forward with it, there is often very little convincing that needs to happen. At this point, however, I'd say there is still a lot of convincing going on.