There is a very fine line between listening and stalking.
Give away everything you know, one bite at a time.
Content is the emotional and informational bridge between commerce and consumer.
You must market your marketing.
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.
For many businesses, the fear behind their social media reluctance isn't just fear of failure but of blame and accountability - both individual and collective.