Social media ROI has been an elusive metric to track throughout the history of inbound marketing. Unfortunately, the tangible return on a tweet or Facebook post is not as easily measured as say, a bottom of the funnel (BOFU) offer.
The conversion opportunities that lead a prospective buyer through the funnel and - hopefully - into the hands of sales to close the deal can be measured in terms of the sale that results. But tracing a deal back to social media can be more difficult, and your goal with social media may not align with that result.
So, what is the best way to calculate a true return on investment on your social media strategy?