The ROI of Social Media?

A video which indicates what the ‘ROI’ of social media is, and that it’s not measurable in terms of ‘sales’, but more about building relationships, answering questions, and building a brand:

Are we using the right metrics?

As a young academic, I am reliably informed that the landscape of scholarly communication is not what it was 20 years ago. But, despite all that has changed, it seems that we still largely rely upon the same tired and narrow measures of quality and academic impact – namely, citation counts and journal impact factors. […]

Social Media Measurement 2011

Thanks to @batty_towers for drawing my attention to this really interesting article re: measuring the impact that social media is making to a campaign.