Really... It's about who cares - about the info you deliver. As we discuss your Sales and Marketing priorities in 2011... and how you are using Social Media... the question is how are you sharing the information you get from the Web? The key is making sure the right people get the right information.
That obviously means your customers but it also means your internal teams. For example, in the below ROI Pyramid from Altimeter Jeremiah Owyang's presentation, see how certain "Roles" need different "Metrics." One point is to not waste your CEO's time with how many "Likes" you have on FaceBook. They need to see how your Social Media campaigns: directly effect revenue, enhanced reputation in the market, and lower customer service costs.
The "Business Stakeholders" like your Marketing Department need to get more specific. "Managers" and "Agencies" are the ones getting the details...
Check out slides and audio of this presentation ... Lots to discuss here... particularly on how to incorporate the below elements to your agenda of being a Social Business ...
