When you venture into new territory, you have to take on a new mindset and a new set of rules. You have to keep your head up and eyes open and ears perked. Old habits can be dangerous in new situations.
If you send a metaphorical exploratory team out into social media or any new type of venture, you can’t burden that team with goals and metrics you would expect from non-exploratory work. It’d be like sending Lewis & Clark out in business suits.
You also need to remember that returns on exploration aren’t linear. There’s no easy way to decide if or when something will pan out, but do you need to leave some room for getting lost. That’s where serendipity comes from.