People are fond of the ‘drinking from a firehose’ phrase as it relates to social media, and with good reason. Amber Naslund has a knack for weeding out the fluff and breaking down the social media essentials with her concise, insightful posts. This quote is from one of her recent posts titled ‘How To Create Measurable Objectives’, a must-read.
Not everything you do has a return in itself that’s measurable in terms of dollars (which the root of the ROI equation). So if you’re looking for, say, the ROI on your blog, you’d have to figure out how it contributes directly to your revenue stream in order to measure true ROI. That would require mapping your blog traffic or subscribers to your lead pipeline and conversions in terms of dollars, and tracking how much you’ve invested in time and capital toward the effort.altitudebranding.com, How To Create Measurable Objectives, Dec 2009
