The ROI (return on investment) of social media is a hot topic – some people think measuring the ROI from Twitter and Facebook campaigns is extremely problematic, whilst others believe that even looking to quantify ROI from these platforms is largely missing the point of ‘social’ media.
But… your boss keeps asking you. What’s my bottom line? Where’s the ROI? How do I know that I’m getting the most bang for my social buck? What are the KPIs (key performance indicators)? How do I know that this isn’t just a big waste of time?