I love this analogy from +Chad Wittman regarding social ROI:

What’s the ROI on a glass of orange juice versus a glass of Coke Zero. Should I count calories? Maybe I should look at grams of sugar? Coke Zero is going to win that argument every time, but I know orange juice is the better choice. I understand that brands need to have an understanding of their ROI on social, but I think sometimes the brands that are obsessed with it lose sight of its actual value.

If you're going to try to compute ROI from your social efforts, be sure you're looking at the right metrics.
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