ROI: How to Measure Return on Investment in Social Media

• February 22, 2010
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What follows is the entire version of my recent post on Mashable, “The Maturation of Social Media ROI“

Over the years, Social Media experts attempted to redefine ROI for a new era of influence. While some introduced alternative philosophies for measuring the nuances tied to social media, others wondered aloud whether ROI simply wasn’t necessary as the tools and methodologies for analyzing yields didn’t yet exist. And furthermore, by focusing on justification and metrics, we were distracted from the primary objective of building relationships and cultivating dialogue.