Nik Pai is CEO of LiftMetrix, a social media analytics platform. He presents 5 rules for solving the complexity around ROI measurement:
Define your key performance indicators (not just likes, shares, comments and reach).
Encourage open communication between your community management, website analytics, and social ad buying teams.
Organize all your social media metrics and insights so that they’re visible to all teams.
Know when to increase budget or resources for the social media ad buying team.
Spend time with current and prospective vendors.