From the marketers side, we are seeing that virtually every big business is featuring Facebook as a touch point to their products or services. Pick up any magazine and review the advertising. You will see Facebook featured rather prominently in many of the ad-spaces these corporations are paying big money for.
Is Facebook just a lot of irrational exuberance on the part of business? Or are companies actually showing a proven ROI in this medium? If so, how are they using Facebook to attain these proven ROI's?