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  1. Hi! Thanks for referencing my post! However, I never said measuring social media ROI can’t be done – it most definitely can, but it might be difficult. The calculation for ROI is sales minus expenses, divided by expenses, expressed as a percentage. It’s not always that cut and dry when you’re measuring your social media efforts. However if your social media efforts are part of an overall marketing/communication strategy, you can easily track things such as leads, converted leads, shortened sales cycle, improved margins, and increased fundraising.

  2. Hi Yvette – thanks for the comment, and apologies if I mischaracterized your position! “Can’t calculate” may have been too strong, but you do (eloquently and helpfully) point out the challenges in measuring social media ROI with precision. Your quote from Jay Baer is spot-on: “You can’t prove that social caused that success, but it sure looks fishy.” Say hi to Gini!

  3. It sounds like it depends on what you measure. if you have a particular piece of content loaded onto a platform with a link inviting readers to learn more, you could measure that amount and figure out if what you spent to get those click throughs.That can be measured, but because of the inherent sharing nature, you probably need to keep you capture mechanism in place for a longer period of time than with more traditionally measurable pieces like PPC ads.

  4. Great point Stephen. The challenge is – this isn’t the only (or even necessarily the best) way to get value from social media. Increased brand awareness, credibility, sharing by influencers – there is a lot of potential value that is difficult to isolate and quantify in an ROI calculation.