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Not all social programs are sustainable and it's best to undo / roll back a program when it is not in alignment with corp vision.  Should Dell have launched the program at all? Probably not and that fact that they did was a misstep; how they handled it though is a case study for how to handle your own mistakes in social - believe me, you'll make a few.

Knowing what kind of tactic leads to results - great study by the people at eMarketer

"long-term study of their results can show that social network campaigns are effective at improving branding metrics that matter to the bottom line"

"The study finds "zero statistical correlation between media expenditures, either total or digital, and brand sentiment." The creative-feel and message-look drives positive buzz around a brand, along with how companies spend ad budgets."

Interesting statistic on measurement of social media ROI.

The unique study shows that for every one-star rating increase in a restaurant review on the site, a restaurant achieved a 5-9% sales increase. This was not the case for chain or multi-unit establishments.