Social media marketing can be a very effective thing, and at SES San Jose, more than a few people drove this point home during a session called Turning the Social Web Into Real ROI.

The session focused on Facebook, in particular.Coverage of the SES San Jose conference continues at WebProNews Videos. Stay with WebProNews for more notes and videos from the event this week.Tim Kendall, Facebooks director of monetization, began the session by saying that, while a lot of people fixate on the clickthrough rate, this shouldnt be an issue with customers paying based on the cost per click.