Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization

Foreword: ROI Doesn’t Stand for Return on Ignorance

I’m often asked, what’s the ROI of social media? To which I answer, you can’t measure what it is you do not value or know to value.

Sounds simple enough. But, the truth is, determining value is not an easy process. But then again, whoever said using social media effectively in business was easy...is wrong.

As in anything in business, the ability to tie activity to the business values is critical. If we are to commit time, resources, and budget to social networks, our investments must be justified. Indeed, social media strategies must prove long-term value and contribution to the bottom line in order to evolve into a pillar of business success. But how do you measure something when best practices, ...