The goals of content are consumption, then behavior. The goals of social are participation, then behavior.
Stop trying to be amazing and start 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.
True advocacy is born from culture, not technology or marketing.
Content is the fire. Social media is the gasoline.
Social media allows big companies to act small again.