Return on Investment is one of the most hotly debated aspects of communication and especially social media measurement. But like any other department, social media demands resources.  While it makes sense to measure soft numbers like social media’s impact on awareness, knowledge, interest, relevance, relationship, intent to purchase and more, it is also important to calculate true return on investment. There is a lot of talk about how companies and individuals can measure the return on investment of these channels, but very few have set up a system to regularly connect sales to social media activity. read more...