Wise words about the underlying objectives for the use of social media and the subsequent measurement of social media. I would add however that SEO and profile raising should be included in this.
Our technical advisers use their Passle posts and blogs to share on their own Linkedin pages as well as our website, this helps to position them as experts in their fields. In the context of cost saving, it could be said that this saves on marketing overheads in that other profile raising strategies such as seminars or advertorials are a direct marketing cost and do not (always) have the capacity to reach the same audience volumes.
Social media should either increase revenue or reduce costs in servicing customers compared to other channels. 20 minutes on the phone with a customer when a quick 5 minute post on my Facebook page removes the question, I have saved 15 minutes. 40 new followers to my blog means I don’t have to purchase a new list of names for the next marketing campaign.