ROI is the dirty word in social media. The moment it’s aired you get one of two responses: flashy numbers (clicks, visitor figures, reTweets, Likes and +1s) or mushy concepts (brand appeal, brand impact spread, influence rise or social media visibility). Both lead to discontent amongst clients and marketers who know what they are doing.
The reason we have such an approach lies in the way we have traditionally approached metrics in social media marketing. Surely there are better ways or surer methods. This was the basic question put to Lee Smallwood of Nod3x and Ammon Johns of AmmonJohns.com.
