One problem with tracking social media ROI is that people often start with a flawed definition. If the words engagement, traffic, bounce rate, retweets, comments, Diggs, Stumble’s, etc are included in your definition you are already off track.
I’m not saying that you should not track or measure these items. Some of these measurements may be defined as key performance indicators and indicate whether or not you are on the right path. They just don’t belong in the ROI equation. [Read more…]