Social media participants and bloggers keep talking about traffic, rank, sponsors, connections, and influence as being the end all measures of success. And then I read that Southwest Airlines attributes $150 million in ticket sales generated by a widget, which is part of their social media program. Maybe it's just me, but it reads as the period at the end of the sometimes long and complex sentence. Don't get me wrong. There is nothing wrong with the other measures, but this ROI just seemed to stick out.