One of the questions I am asked most frequently as Social Media Director at a full-service creative advertising agency, is what is the ROI of social or of a particular social initiative.
Generally, my response is that it depends. On the brief, on the objectives, on the way the client currently measures financial success, and on a number of other factors.
Generally, I am an advocate of bespoke measurement frameworks for each client and project, but I'm interested to hear other people's views on how they answer this question of the ROI of social.
Appreciate it's a broad question, so am happy to delve into specifics once we have opened the debate up a little.