I'm not sure that this is true; it really depends on what sort of return you're looking for. I think that the overall problem with Social Media programs in general is that folks go into them talking about measurement before they figure out what they're actually trying to accomplish. The numbers need to measure something, and true social media ROI comes via social actions - not impressions - unless you're using social media as a channel supporting another marketing campaign.
Basically, there is a difference between Audience vs. Social Communities - the blog post may help give some context there.
I talked about this a bit in a post about social listening, but in general, for SMB I'd advise that, like anyone else, you first determine what, exactly, you're trying to accomplish. The thing about social media strategy is that the strategy has to service a higher-level marketing need - whether that need is of a DM nature (whereby you can measure by clicks) or of a lead nurturing nature (whereby your social channels are touchpoints that help move people along).
We also recently published a social media how-to, "The 4 C's of Social Media Marketing," that provides a high-level framework to apply traditional marketing principles to social media. Hope it helps!