Get real business results from social media

Can you tell which of the following tweets is from a small but rapidly growing company?

“One more glass of wine and I will b buying pop tarts from that damn vending machine for dinner, again”
 
“by the way, ignoring pre existing medical conditions=boon for cancer drug companies. Things r not always wut they appear 2 b”
 
“2 for 1 tuesday. buy any lrg specialty get medium 1 topping free. $12 value”
 
The answer: All of the above. The Twitter posts are from Naked Pizza in New Orleans, which serves pizza with 100 percent natural ingredients. As you can tell from the tweets, Naked Pizza uses Twitter to send followers special offers. The company also tweets to converse with customers in a way that mixes humor with social and health consciousness–qualities that reflect Naked Pizza’s brand identity.
 
So far, Naked Pizza’s social media efforts are paying off, big time. At this moment, just one Naked Pizza exists. By summer 2010, as many as 50 franchises should be open throughout North America, according to cofounder Jeff Leach. He credits Twitter with playing a significant role in the company’s growth.
 
“If your business doesn’t have anything to tweet about, you’d better shift into a business that does have something to tweet about,” Leach says.
 
The mandate for small businesses is clear–set up a Twitter account, establish a Facebook page, and start talking. What isn’t always obvious, however, is what you should expect from your social media efforts. Do you need a formal social media strategy? And perhaps the murkiest question of all: How do you measure success?