A useful new tool from Google allows companies to start measuring the effectivness of their social media marketing.
This new function in Google Analytics allows identification of the value of traffic coming from social sites by measuring how they lead to direct conversions or assist in future conversions. It is also claimed that the system will allow users to better understand social activities happening on and off site providing feedback that will help improve user engagement.
At the time of writing this functionality has not yet appeared on our Google Analytics account but rest assured we will investigate fully as soon as it is available. In the meantime you can read a lot more detail togther with example reports and and analysis on the Google blog
Overview Report: see social performance at a glance and its impact on conversions