While it may be an intangible concept to measure reputation of an organization, social media can help organizations build and improve relationships (image) with stakeholders more than it can directly impact sale. Brian Solis in his blog comments, “by focusing on justification and metrics, we were distracted from the primary objective of building relationships and cultivating dialogue”.
Today, with over three dozen of social media evaluating tools available, as listed in this blog, social media experts can make use of these services to evaluate their campaigns and programs.
However, interpreting those numbers that the metric tools turn up will actually provide insights that organizations can employ to build their future plans. It is important to realize that these metrics are only going to provide raw data which will require expert communication analysts to decipher the knowledge from it. Social media impact will most certainly be necessary to be evaluated, not only to build the business case for promoting social media use, but also for the PR/communication experts to develop an understanding of these tools and applicability to different contexts and situations.
Do not hesitate to share your opinion about using social media metrics to measure its impact on organizational value, ROI.
Thanks 
Thanks Paromita- I appreciate the refference!
You are welcome Eileen. the lengths of the list you have put together does reflect how much interest is being taken in developing analytical tools for measuring SM impact.
Pingback: Selecting Social Media Analytical Tools « Paromitag's Blog