Evan LaPointe, whom I had the pleasure to interact with a bit recently is not really a social media guy. He is a web analytics guy. Dare I say an expert. He was a nice article on Search Engine Land pondering the question if Web analytics is easy or difficult to do. The answer is both.
"But the most important—and hardest—thing to do is tie it all back to
the two very simple metrics that drive all business value: revenue and
Yep. And I think that is why some people don't want to measure social media ROI. It's hard.
It's also important. To quote someone a bit more famous than Evan, "what's measured gets managed." If you want to improve how social media drives business value you have to measure it's impact on revenue and profitability.