Let's face it, open source software companies and projects have a wide variety of innovative platforms and methods to drum up awareness, business, and interest in development for the projects they create and support. The problem is, it's not always easy to quantify how much interest and awareness (or ultimately, new contributors, users, or customers) result from any specific method.
Social networks are a great way to reach out to people with specific interests and start the chain of word of mouth recommendation. But they just aren't the traditional sort of public relations drives or advertising many organizations are used to. If an organization understands this, there's a lot to gain from social network outreach -- and open source software, a model that works based on input from the wider community, is in a position to benefit even more.
There's just that matter of metrics -- will the push yield good results? Engine Yard, a Ruby on Rails hosting and services provider, found it's well worth the effort.
