If you don't follow Brian Solis you should if only for great lines like this:

"In a connected economy where information becomes a powerful currency, social data will only help you benchmark where you are to help visualize where you could be."

Indeed social provides one of the most valuable and alive benchmarks any marketer could hope for, but social media marketing's giving doesn't end there as the amazing array of charts and graphs generated by  pivot team http://www.pivotcon.com/research_reports/SOS2013.pdf . 

This deck is worth spending some serious time with as it is sure to influence your Internet marketing.  

Via Martin (Marty) Smith