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.
Never build your content ship on rented land.
Make your marketing so useful people would pay you for it.
Give away everything you know, one bite at a time.
Every company is its own TV station, magazine, and newspaper.
You must market your marketing.