Perhaps it’s a function of the intricate tracking the Web provides, but I’m still amazed at media’s inability to grasp the secondary (and often, tertiary) value of community efforts.
So let’s make this as clear as clear can be: Twitter, Facebook, forums and other social media functions rarely make money directly. Their value comes from the attention they gather and the opportunities that attention creates. If you have a mass of people who have willingly opted-in to your messaging, you damn well better put useful, for-pay products in front of them. Otherwise, all you’ve got is a social club.
This recent piece from Forbes does a nice job tearing down the direct-revenue mindset.