The goals of content are consumption, then behavior. The goals of social are participation, then behavior.
Give yourself permission to make the story bigger.
For decades, the key question has been 'how valuable is the brand?' The key question moving forward is 'how valuable are your apps?'
True influence drives action, not just awareness.
Activate your fans, don’t just collect them like baseball cards.
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.