The difference between Selling and Helping is just two letters.
True advocacy is born from culture, not technology or marketing.
This is the bar your content has to clear on social: "Are you more interesting to me than my wife?"
Social media is about people, not logos.
All companies would be better off if they stopped trying to be amazing and just focused on being useful.
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.