Yesterday on Now Is Gone, we discussed ROI and the need to measure success in corporate social media. The bottom line: Participation principles are the rules of engagement. Return on investment (ROI) is the raison d’etre for organizational social media.

In the the new world of conversation, negative comments are a reality. A lot of negative comments probably means it’s time for an internal gut check, but every persona and organization who has been blogging for a while has gotten a little egg in their face. That’s where online reputation management steps in. Here are some tips from the Online Reputation Management blog on how to combat that wayward comment.

Our leading social media mind in Florida — Josh Hallett — continued his series on the impact of corporate blogging voices. This time he debates what to do if you lose the blogger, or the company can no longer continue its investment.

Todd Defren launched a new serial on PR Squared called Social Media Tactics. It’s always good to talk blocking and tackling. Check out this week’s entry on del.icio.us tagging.

BlogMill discusses the different types of blogs out there, including a break down of three corporate blogs: Blogs for brands, for sales and PR or customer interaction. And interesting discussion, though I think the lines between a brand and a PR blog can be quite soft.

We talk a good social media game here. But old school marketing tactics are still working. Why else would the email industry be $3 billion? Outperformance Marketing has the details.