Determining The ROI of Social Media Marketing

In a recent Forrester study
, analyst Augie Ray suggests that marketers trying to determine the ROI of their social media marketing need to look beyond dollars and cents and consider using a Social Media Marketing Balanced Scorecard instead.  This way, marketers will be able to evaluate a diverse set of short- and long-term benefits that are both financial and not. From Ray's experience, an affective Scorecard considers metrics from these four different perspectives: