The goal of social media is to turn customers into a volunteer marketing army
Social media is an ingredient, not an entree.
Focus On How To Be Social, Not On How To Do Social.
When brands talk about themselves in real time, it’s just boring faster.
There's a lot of fear-mongering about "losing control" of your brand online, when, in fact, you've got control over as much as you always have: how you present your business and how you act.
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.