Metrics/stats/angels on the head of a pin

You may remember last month’s column, in which I gently counseled that small businesses probably will have to deal with social media this coming year, but have courage: There are ways to measure its value.

This month, I show how to measure the effect of dipping your toe – or your entire foot – into social media.

In order to calculate any ROI of social media, look at metrics, revenue and yearly growth, and cost-savings in areas like advertising, employee retention and R&D.

Bean counting … and more!

Website statistics are one sure way of determining the direct benefits of your social media campaigns.…