Never build your content ship on rented land.
There is a very fine line between listening and stalking.
The goal is not to be good at social media, the goal is to be good at business because of social media.
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.
Worry more about being social, and worry less about doing social media
You must fight social media fire with social media water.