“Must admit, with all the new changes with the new look analytics, I'd over looked the social tab. But playing with it today, it's fantastic, giving a breakdown of all of your inbound social traffic, and what's converting.
If you've not used it, then go and have a look, you may have a few surprises.
Here's a good help file for it:
About Social Analytics - Analytics Help
Also there is now also an activity stream, which only works for a few social networks such as Google+ (obviously) and things like Digg, but if Facebook starts using it, this could be pretty useful.
Search Engine Land have a good article on it:
Discover Links Using Google Analytics New Backlink URL Report”
Agree. I think Google Analytics gets better and better all of the time. It's a product that not many think about when they think Google e.g search, android etc. For me, it's been their best acquisition - formerly urchin - and it's pretty much invaluable for me. So much so that if they were ever to charge, like they are introducing with Google Maps, I'd definitely pay for it.