I after attending Blogwell last week I have been thinking about the R in ROI. I think that it is imperative to measure the right R when making an ROI calculation. Just today I sat in a meeting and was question about how to measure a SM campaign and responded with a list of ways that you can measure social media.
What is difficult is that many managers and directors are used to sales, dollars, and other business metrics that may or may not be DIRECTLY tied to a social media campaign. As the medium evolves we are seeing new ways to tie SM campaigns to business metrics like sales and what is encouraging is that at the same time senior managers are beginning to understand the different ways that SM could be measured and tying campaign performance to the appropriate metrics.