Everything ultimately comes down to trust.
If you want to measure social media ROI, stop wasting your time doing software demos and attending webinars. Just figure out what you want to track, where you can track it, think about both current customers and new customers, and go do it.
If you help someone, you may create a customer for life.
Stop creating reports, and start creating understanding.
Content is the fire. Social media is the gasoline.
Content is the emotional and informational bridge between commerce and consumer.