The social media giants will invest significantly in data aggregation and reporting tools. The availability of sophisticated tools and access to more complete user data for the most popular social platforms are long past due. Twitter and Pinterest both made significant strides in this area in 2014, but all of the sites have a ways to go (come on Twitter, real time hashtag tracking is long past due).
And go ahead and charge for the systems. We are already paying secondary providers; why not take the money yourselves?