Industry news was abuzz with talk of Chatter, a Salesforce.com integration promoted heavily at the company’s annual Dreamforce conference this week. Chatter is a social tool, and is just one example of the extent of social integration throughout the Salesforce.com product suite.

It’s no surprise that Salesforce.com is leading the charge into social integration. B2B was a logical fit for social media, and has done a fair amount of work figuring out how social media fits within the sales cycle.

The comments surrounding the event were much more interesting. In a DestinationCRM article, Rob Tarkoff, CEO of Lithium Technologies predicts that social will finally start thinking about ROI this year or next. That’s encouraging news for marketers and CEOs, since it means the industry has finally started maturing.

When do you think we’ll finally start demanding ROI from social?