Social media has become a line item on virtually every agenda for marketing strategy meetings. There's no denying that. But the questions reverberating from CMO's and senior executive come down to ROI-a concern that is particularly bristly during tight economic times, as marketing budgets have in many cases been slashed the hardest. There is no standard set of KPI's for social campaigns, when it comes to Facebook , the arena's biggest outlet, the one unanimous metric is picked up in terms of "Likes". But what does a "like" really mean? Is a "like" really synonymous with a fan? Well, not really.