Tracking the KPIs of Social Media
Social media receives a massive amount of attention on the web and attracts a great deal of interest from marketers, too. The primary complaint of those who invest seems to be consistent: it’s hard to measure the impact to the bottom line. On this point, I must concede – while social’s an exciting new area for online marketers, its value isn’t always commensurate with the effort required and even when it is, it’s tough to prove that point to clients or executives asking for justification.
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http://www.seomoz.org/blog/tracking-the-roi-of-social-media
