I’m often asked how to best measure the ROI of social media programs and campaigns.
I typically answer that ROI is always determined by how well a social media program did in meeting original goals.
I recently finished a brief Twitter campaign that resulted in 807 retweets of a particular message, far exceeding my original goal and leading to a variety of new positioning and social media opportunities.
Having clear goals and remaining flexible based on industry and social media developments are always key factors in the success of any social media program. – Russ DeVeau