As much as I like to measure and quantify, it is too early to try to assign a dollar value to social media. Marketers are still trying to figure out how to use social media effectively. Until they do, they will not be able to measure the impact of social media on their efforts and their brands more generally.
If you are interested, Limeduck has posted about a tweet up held by a Boston radio station, WBUR, to explore and discuss social media. Also, Tangyslice has also begun interviewing “real people using Web 2.0 to improve the way they do business”.