Measuring the return on investment (ROI) of your social media strategy is something that still frustrates a lot of brands and marketers – studies have shown that just 10 percent of marketing decision makers in the UK monitor their Twitter and Facebook ROI, and of the 53 percent of businesses that are now using social media, 88 percent cited exposure as the single biggest benefit.

Which, of course, while nice, isn’t strictly ROI in the bottom line sense of the term. So, is true social ROI an elusive myth, or have the rules changed and we’re looking at all of this the wrong way?

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