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Here's a great SEOmoz article that explains the role of social media in the sales cycles and different ways to measure and track its impact.

"Social media receives a massive amount of attention on the web and attracts a great deal of interest from marketers, too. The primary complaint of those who invest seems to be consistent: it's hard to measure the impact to the bottom line..."

http://www.seomoz.org/blog/tracking-the ... cial-media