Break it down into easy chunks…

Many marketers are hesitant to start investing in social media, because they struggle with the metrics. Before they start they would like to know what the potential ROI is of their Facebook group, Twitter chats, blog posts and activities in forums and discussion groups.

Activities in social media build relationships and trust. As such it is a long stretch to connect social media activities directly to a sale. And that is what ROI is.

That can be a problem. But it’s the same problem that traditional mass communications has: if you air a TV ad or publish a print ad, can you link directly to a specific sale in a retail outlet? Not really: you need to look at the sum of your activities and your overall results.

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