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.

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.

Many marketers stepping up to embrace social media are bringing their old “push strategy” skills to a new “customer pull” reality, making a critical miscalculation. The social media phenomenon is not just a new set of communications vehicles for your company to broadcast its value proposition and messaging to a target market. It is about customers wanting and needing relevant information to make better decisions and to share with others. Over the years they have become jaded by the packaging and spin that typifies most marketing and advertising campaigns.

More than eight out of 10 North American and European enterprise IT decision makers said word-of-mouth recommendations or testimonials are the most important sources when making buying decisions. Obtaining these recommendations and testimonials becomes easier when B2B social media practices are put into place—turning your customers into brand advocates.

Many companies are embracing social media as a way to reach stakeholders, create a dialogue, and demonstrate that it understands the worries and needs of its audiences. Now the question arises, are you implementing the right social media tools effectively?