There is a very fine line between listening and stalking.
Never build your content ship on rented land.
Social media is about people, not logos.
Social media is an ingredient, not an entree.
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.
True influence drives action, not just awareness.