I read an interesting article in BtoB about a survey they recently conducted on trends in measuring social marketing ROI - BtoB Social ROI Study. The premise amongst the data - can current analytics tools effectively measure social media ROI? Is it worth really trying to measure this stuff?
Some people say no. It's not possible or too difficult. I ask, why are you doing it then? Social media is not a magic pill for everything, but it can be effective and should be a part of every brand's marketing mix.
You need to set up metrics that tie into your business, sales objectives and then measure and tweak as you go, e.g. leads, speaking engagements, press hits, followers, etc. Come on naysayers - you can figure out a couple of metrics that make sense!