The social web is evolving at an incredible pace. While a rising number of consumers use the web to express and disseminate their knowledge, experiences and opinions of products and services, most brands still have to figure out how to participate optimally in this unique channel. Despite all the data available at a marketer’s hands, practice presents a disappointing image. Too often I see campaigns targeted to achieve, let’s say, 100,000 Facebook fans. Social media seems to become the goal, a gimmick, not incorporated in a social business strategy. Measurement should provide clarity, but often focuses on vanity metrics. Time to shed some light on this matter. Knowledge first, data second.