In a recent Mashable post The Maturation of Social Media ROI; Brian Solis helps C-suite execs understand the validity and moving ROI target of social media. Is anybody getting this 'measurement thing' right? 

It is quite apparent that social media strategists in their eagerness to prove social media's importance are literally creating bogus measures of performance – not to mention their own jargon to explain results – or lack of results.   

Organizations need to establish what needs to be accomplished, what should be conveyed and what should be measured before any actual engagement. Like most campaigns that require integration and defined ROI, begin connecting social media activity with a clearly defined end game.

To learn more about ROI, social media and the strategies that bind, read The Maturation of Social Media ROI.

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Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook. 

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Denice MacDonald