Very good post here about the challenges of calculating social media ROI within the hotel industry.
The takeaways, though, are useful regardless of the industry.
Here’s an excerpt from the section on using social engagement to convert “likes” into action:
The real power of your Social Network is not in your first degree of followers, friends or likes but it is second and third degree. It is like throw a big stone in the water; your first degree is like a big splash in the water, your second degree is the waves created from the splash and your third degree is what happens when the water arrives ashore.
So growth of your Social Network is not all about the numbers, it more to identify Champion Advocates with a strong network. Then find unique ways to engage with them.