Most of the impact of social media is in the form of dark social, a difficult to measure (but no less powerful) force that builds businesses in secret.
You can’t calculate social media ROI without spending time figuring out your true costs. Here’s an easy to know what it’s really costing you to send that Facebook update.
If you’re going to invest in social media, also invest in doing social media metrics well. 5 tips from Jay Baer to improve your social media metrics.