Every company, every marketer often dwells on the ROI for social media, and there’s a popular misconception that relevant metrics are lacking. While it’s true that standard metrics are evolving, there are many ways to measure the impact of social media on a company’s marketing performance.

The idea of a company starting its own blog is not new-in fact it is almost old-fashioned in comparison to some of the new social media tools and platforms available today-but it is still a core part of any communications plan.

Walking into a ballgame, you are likely to hear someone shouting, “Program! Get your program! Can’t tell the players without a program!” I can’t think of a better analogy for developing a “best practices” social media program: its all about nailing down – in writing – who you need to connect with online, what you are trying to achieve with them, and knowing what to measure so that you will know if you have achieved your goals.

When looking at the value of social media tools like Twitter, we need to realize the real value isn’t the tool itself; it is the information the tool has to offer.

Being able to see beyond the scope of your customer base to understand how your market is influenced is one of the most important advantages of a social media program.

If the company is going to achieve and maintain a brand value using social media, it will need to first understand the company’s stake in the marketplace and the value it offers to its customers. The value proposition is all about the customer. What matters to them and how you can deliver value that differentiates you from your competitors.

Pepsi gets it! Its decision to sit out the Super Bowl, once deemed a “can’t miss” showcase for major advertisers, underscores how social media and the Internet are reshaping marketing by providing companies better ways to convey their messages to customers who might be likely to buy their products.