When conducting social media training sessions for Social Media Advance I’m often asked about how you can prove a return on investment with social media.

This is a tricky question, as social media, being a communications platform, isn’t necessarily as clear-cut as other online marketing platforms, in that the role of community adds an additional level of value. Take for example, if you conduct an email marketing campaign, by looking at the analytics you can easily attribute it to sales through lead tracking and click-through rates – social media unfortunately isn’t as clear-cut.