Michael Stelzner from Social Media Examiner interviews Nicole Kelly, author of How to Measure Social Media and the CEO of Social Media Explorer and SME Digital.
They provide some great insight in how to approach measuring social media ROI – step #1. Don’t get caught up in all the social media lingo. Stay focused on your business and communication objectives:
The first step is never use a social media metric. You should never talk in terms of fans, followers, likes and retweets. You should dispose of all of this social media lingo and start thinking in terms of other marketing channels and what you measure there.