If you want to be a leader in social media, you need to do math in your head. You have to make fact-based decisions, with a strong grasp of your numbers, and you will frequently need to do it without a calculator or Excel sheet available.
Sometimes those decisions are made in conference calls with vendors, or meetings with your executives, or on a train ride to a client meeting.
In any case, social media have matured; the wild west days are ending. Accountability has arrived — for measurable results tied to business goals.
If you want to succeed in social media today, you need to be able to do two things: (1) measure your business impact, and (2) make fact-based decisions using data — on the fly, in your head.