Compare activity your forums/blogs/site to:
- your page on wikipedia
- independent forums/blogs about your product and category
- Facebook pages about you
Is there more talk about you on some other site than on your own site?
It means:
- social media will work for you (people do want to talk about you)
- you haven’t given them a chance to talk to you
- your community / participation pages suck
Read this fantastic article by Graeme Newell in RBR.com