What is theory? What is provable? Does ROI play into the science? How do you track? Who do you track? Is clinical client analyzation is just as important as clinical target analyzation? How much due diligence is necessary before you commit?
True devotees of the science of social media ask all of these questions they before commit to a relationship with a client. That is the difference between a $250 a month social media ninja and a $5000 a month Social Media Scientist.