The business return from social media
To get business value from social media, you must have a social media strategy that defines business objectives with appropriate metrics, including traditional ones, for the measurement of results against those objectives.
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Social media has grown and evolved to become an integral, necessary part of business, extending beyond function to a cross-discipline practice. However, its value will continue to be debated as long as engagement rates and potentially thin metrics, such as 'People are talking about this' (PTAT), are used to justify ROI. The myriad metrics available are often not very useful when measuring social media value and can be difficult for stakeholders to relate back to the overall goals and function of the business.