Evaluating the worth of Social Media
30 September 2008 
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Interesting work by Charles Heflin and colleagues at SEO 20/20; they’ve explored dynamics of how creating web2.0 awareness translates into a positive ROI of time, money and resources devoted to Social Media. Charles highlights (hat tip to Tom Murphy) what he calls ‘statements of fact’ that guide social media engagement and evaluation strategies:
Social media networks sole reason for existence is to facilitate/allow 2-way communication.
All (social media) content must be educational, enlightening or entertaining.
Success in (and sales from) social media are directly proportional to the speed at which you gain trust among your audiences, the social nature of your wares and nature of your Social Media awareness/conversion funnel.
Empowering communities in social media has a positive effect on (sic your) search engine visibility.
And finally, establishing trust and using a compelling CTA (call to action) are fundamental to conversion and calculating ROI.
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