In social media marketing, average is no longer adequate.
Never build your content ship on rented land.
Stop creating reports, and start creating understanding.
There is a very fine line between listening and stalking.
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.
Text is the gateway drug to real time marketing.