"ROI does not equal Impact. They are 2 completely different things. You don't measure impact by measuring ROI, they are NOT related. ROI is a 100% financial metric, and is only used when the end result of what you're doing is to get people to buy something. Which is why it's often a metric used in marketing and sales, the end result of what they're doing is to get you to buy more. If you're trying to do something like say increase the online sentiment of your company or product. Then what you're going to be doing is measuring impact. How much your efforts “moved the needles”. Social media is like the swiss army knife of online tools. It's a tool that is comprised of many other tools. Measuring your ROI has nothing to do with the tool it self, it's all about HOW you use it that will determine if ROI is even the right metric by which you measure your success." - Josh