While some of these positions are provocative and garner a lot of attention, they're not terribly useful for informing good decision making, as they largely miss the kind of key insights and data that provide a balanced perspective. The need for such a discussion became apparent during a recent reading of Forrester Analyst Sucharita Mulpuru's "State of Retailing Online 2011" study. There were two statistics that stayed with me because they indicate widely held misperceptions about the value of social. In the study, when online retailers were asked, "To what extent do you agree with the following statements?" - 62 percent responded the returns on social marketing were unclear - 68 percent responded that if Facebook went away tomorrow, it would not adversely affect web sales. Get the full story at ClickZ