Now that companies are collectively spending hundreds of millions of dollars on social media marketing, advertising and earned media campaigns, more and more number crunchers are demanding marketers prove the value of all those "Likes", retweets and check-ins.

Let's say a few of your clients are holding off on that social media spend until you can prove your ability to measure ROI across these popular platforms. From my perspective, challenging the efficiency of social media based on number crunching is wrongheaded, but marketers still need to demonstrate to the people controlling these budgets that there is a proper way to go about effectively measuring ROI.

After participating in the OMMA Global Social Media track this week in New York City, I've gleaned a few insights from Facebook reps, Foursquare biz dev mangers an