The Death Of Social ROI — Companies Are Starting To Drop The The Idea That They Can Track Social Media's Dollar Value

From Business Insider

 

Many brands are moving away from metrics that purport to measure ROI on social media.

They've realized that social media isn't a transactional engine or sales machine, so they're dropping half-baked indicators that gauge secondary effects, such as financial return.

Instead, the new metrics evaluate social media strategies in terms of audience-building, brand awareness, and customer relations.

Read more: http://www.businessinsider.com/the-myth-of-social-roi-2013-10#ixzz2gVGvYyMz