An emerging trend is that social media noise is diminishing. Not in its volume (indeed, the din is getting louder) but in its importance (the din is increasingly a distraction).
What matters most is the pure signal buried within the social static: the real message, the real value.
And organizations already care less and less about “how many”, and more and more about “who, why, where and when”, followed of course by “…and how may we help?”
Investment in making sense out of the social web and identifying who is influential and what is important are important differentiators and important contributors already to those companies which perform better than their competitors.