How Intuit Makes A Social Network Pay

It's hard to get tangible results from social media. Giants from Coca-Cola to Wal-Mart Stores have set up Web sites where customers can share their interest in the brand. But many of these sites don't attract enough visitors to form a real community or have been slammed by critics, as was the case at schoolyourway.walmart.com. The retailer killed it in 2006 after just three months. Unlike many other companies, however, Intuit seems to have figured out a way to benefit from social media...