With so much unicorns and rainbow nonsense floating around the web, it's easy for your boss to think of social media as little more than wasting time on Facebook. When the thought leaders are saying it's impossible to measure the ROI of social media, it's no surprise executives are wary of investing in it.
If your boss asks you to justify the time you're spending on Twitter, asking him what the ROI of putting your pants on in the morning isn't going to get you far. Is it?
The antidote to the puffery rampant in social media circles is science. Hard data and facts about social media. Numbers-based measurement of reliable and repeatable campaigns is the only way social…
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