In January of 2009, Brian Solis (@briansolis) wrote about having clear, measurable goals for your social media efforts. Many organizations have started down this path but very few large brands really have this figured out.
CMOs have wanted clear KPIs for years but for the most part tying social efforts to revenue has eluded us. At least most organizations have accepted that there is a value and that we can determine success with the measures we do have currently. Resetting current initiatives and starting new ones the right way will be to making real progress towards meaningful measurement.