I wasn't even looking very hard, and I found a blog about marketing that comes as close as any I have seen to addressing the question: Why should I even get involved in social media marketing? I'm not a tech guy, and I don't market to consumers! Scroll through this puppy for a few minutes.
http://ingrid-catlin.com/career/
I found an article referenced on this blog that is a very good introduction to the world of social media advertising. http://www.iab.net/media/file/2008_ugc_platform.pdf
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