How are you measuring the success of social media? This question remains contentious to say the least. This infographic shares some insight into just how the "R" in ROI can be interpreted. We hope it helps!
We also have a post from earlier in year on the goals and challenges of social media marketing which may also help you in defining the best way to group objectives for social media.
If you haven't seen this Altimeter report, then take a look, it's the best free in-depth report on creating a framework for developing a social media ROI measurement system.