Measuring the impact of social media as a marketing tool

I was watching this video http://www.youtube.com/watch?v=6ILQrUrEWe8 and dell clams it has made over $3 million from twitter posts. There appear to be 6 million active users, $2 per user. I find that hard to believe. I know that might be lots more hearing about the tweets but. Make me wonder what they are tweeting? Maybe it’s $2 coupons.

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