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.