BizSugar.com › Social Media › HOW TO: Measure ROI from social media

It's the question that everyone's asking: "You say that social media works as a marketing tool for B2B, but where's the ROI?" ROI is, of course, the definitive way to measure success. With social media, it is absolutely possible to measure success, but first you have to decide what it looks like. And the answer is not always financial.

Social media is not as simple as ‘money in - money out'. Very often it is nigh on impossible to establish a direct link between the money you invest in a social media campaign and the money you get out of it, but that's not to say that you can't do it. What you need to do is look at the role it can play in the buying process and measure its performance according to the way it fulfils that role. In other words, social media is often part of the process that leads to ROI and should be judged as such.