Social Media can be measured successfully and I was able to find this video made by FastCompanyTV.com that I feel, is the best I've seen on how it's best rolled out and measured and had some thoughts about this Social Media Measurement Video which are worth considering.

After all, the idea of what they're doing here isn't all that hard, but the attitude is totally different than you'll find in most places – that's what sticks out to me – attitude – control – the organizers of this campaign have it right.