Social media… what a buzzword. It's grown, exploded, and ushered in a new paradigm in marketing. Kind of.

It seems like everyday there's a new social media guru, someone to tell you how to use your Facebook, when to Tweet, or berate you for not having a FourSquare.

The social media industry, in its current form, is not sustainable.

Why do I say that? Well, two main reasons stand out.

First, it's not easy to assign or forecast ROI from social media. Without being able to at least estimate return, managers have a hard time justifying investment.

It's not a large issue right now because social media is still new, it's exciting, and everyone's doing it. Once the allure wears off and people will begin to ask about profit.

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