It was my pleasure to meet Michael Senger, the founder and owner of StoneMass LLC, last week at Kwantlen during a conference presentation.
As pointed out by Michael, many people are confused between social media with Facebook or Twitter. People are suggesting that Facebook or Twitter are equaled to social media, and vice versa. However, it is totally wrong! Facebook or Twitter is just part of the social media.
StoneMass LLC is one of those companies whom helps its clients to develop goals, develop key points indicators, monitor progress, and identify areas that need improvement in social media marketing. 
As stated by Michael, in the past few years, companies are rushing to start their social media marketing campaign on Facebook or Twitter. One of the problems which these companies are facing is that these companies are having difficulties on continuing updating their Facebook page or Twitter alerts. As a result, the effect of these marketing campaign are weak.
In order to be successful, companies are needed to closely monitor the key performance indicators and web analytic. It is critical for the company to make changes on tactics, online metrics or the layout of the webpage, etc.
Ted Dzialowski 
In his article, Ted Dzialowski explains the value proposition or web analytic:
1: Provide companies with the ability to execute individual, segmented or mass market targeted digital channel marketing with local to global reach.
2: Provide companies with customer’s knowledge and information.
3: Collect real-time stats and data for analysis.
4. Provide information which would help optimizing web site and digital channel performance to increase sales, brand loyalty, and ROI.
Mikal E. Belicovfl 
Mikal Belicovfl also provides his point of view on the guideline on using web analytic:
1. Set trackable site goals
2. Use analytics to identify and monitor traffic sources and obstacles to conversion.
3. Evaluate your ROI and make changes when needed.
4. Tweak your site to correct any obstacles to conversion.
5. Coutinue to track traffic and conversion rates and fine-tune your approach.
: DZIALOWSKI, T. (2011). CSl Web Analytics: The Forensics of “Show Me the Money.”. Franchising World, 43(7), 23-25. Retrieved from EBSCOhost.
: Belicove, M. E. (2009). Analyzing the analytics. Entrepreneur, 37(10), 42. Retrieved from EBSCOhost.