Fascinating interview of Katie Paine by Jason Falls with Social Media Explorer TV!  Jason asks Katie (a.k.a. “The Queen of Metrics”) to explain how to prove the ROI of a business’ Social Media investment.

Katie points out that before you can measure Social Media ROI, you have to determine what your “R” (Return) is. What sort of “return” are you looking to quantify?

She goes on to say that “ROI in Social Media is NOT defined in terms of eyeballs or in terms of numbers” because there are too many variables that don’t allow for clean metrics.

The bottom line is whether or not your Social Media efforts are reaching the right eyeballs and are you creating engagement with that audience.

This would be a great interview to watch with a potential client to help educate them on the realities of Social Media metrics and to set expectations for the client.

Trying to find the right Social Media platform for your business can be mind-boggling.

You don’t want to leave your business off of anything that might help draw traffic and conversions, but you also don’t want to waste valuable time on a Social Media platform that will produce little to no results.

So what do you do?

Shira Lazar, host of YouTube’s What’s Trending, does a very good job of explaining why you need to first determine where your particular market is on Social Media and then focus your marketing efforts on those platforms.

“You really need to know what you’re trying to sell, and where those communities are, and you need to be present within those communities bringing value and getting creative.” – Shira Lazar