Let's step outside of the echo chamber for a minute.

Does social media marketing matter?

What I want to know is, how does this stuff impact the bottom line?  As a consumer (and apologies, biased towards the US - with our weak currency, these examples carry less efficacy when everything looks like it's discounted 30 - 50%),  I'm curious to know if you have ever done any of the following. (Partial credit on examples to Mashable and Jeremiah.)

Add up points as you go:

+3 points:

• Switched cable, internet, or phone providers after Comcast Must Die or Sleeping Technician
• Bought a brand other than Nikon after the blogger campaign
• Bought shoes from Zappos after interacting on Twitter
• Bought a Blendtec blender

+2 points:

• Stopped shopping at Target after the Times Square billboard
• Stopped shopping at Wal-Mart after the fake blog
• Switched laptops after reading about Dell Hell
• Purchased a Kodak product after reading posts from their chief blogger

+1 point:

• Subscribed to a magazine after joining its Facebook group
• Eaten at McDonald's after reading their corporate social responsibility blog
• Booked a flight on Southwest or Delta after reading their blogs
• Booked a hotel stay at Starwood or Marriott after reading their blogs

-2 points for any of the following:

• Became a regular viewer of Aqua Teen Hunger Force after the "bomb scare"
• Bought Doritos after the consumer-generated Super Bowl ad
• Joined Facebook after hearing about it on your local evening news
• Bought a Sony PSP as a Christmas 2006 gift anyway
• Have ever been Rickroll'd

So how'd you score?

• Over 20:  Congratulations.  You are a bonafide social media activist.  You not only hear about marketing memes, your actions are proof that social media marketing matters.
• +20 to +11:  Well done.  You are personally in tune with the wisdom of the crowds.  Did I see you on the cover of Here Comes Everybody?
• +10 to +1:  Hmm...I bet you've heard of all these examples, yet have not been influenced.  The force is strong in you.  You must be a social media consultant.
• Less than zero:  Who are you and how did you end up reading my blog?  Are you reading this post as a printout on a piece of paper?

I think most people will score zero...which is why I asked the initial question.  How did you score?