1) Sharing is the new giving
2) Participation is the new engagement
3) Recommendations are the new advertising
There's a process VISA (the credit card firm) observes in the online path to the purchase of a "something" that has been influenced by social media. It starts with 1) Advocate, 2) Consider, 3) Evaluate, then 4) Buy.
Are people talking favorably about your brand and products? They should.
Drop the endless analytics conversations around the drawing board. Go back to fundamentals that work. Start simple, on a small budget and build by contributing to your end-users.