Here's a great video about social media outcomes. As web marketers we are so used to looking at statistics like number of unique visitors, page views and conversions. We need to take a close look at the outcomes that we create, not just the numbers.
Quotes from video:
Jim Farley, Ford’s Group V.P. of Global Marketing: “You can’t just say it, you have to get the people to say it to each other.”
Eric Qualman: "Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics."