The key with social media is indeed not just exposure but following that through to tangible benefits - measuring click throughout or defining other KPIs associated with how businesses are being helped. The wealth of data available can really help marketers but they need to know what they're looking for.
89% of marketers believe that exposure is the top benefit of social media. This tells me 89% of social media marketers are bad at analytics. Consider the statement we make when we say exposure is a top benefit. Exposure must lead to something else. Exposure must lead to website visitors, to new subscribers, to leads generated, and ultimately to sales made. The top benefit of social media shouldn’t be exposure. The top benefit should be revenue.