I'm still reading on LinkedIn and it seems to be true from this research that the number one issue for companies is proving an ROI for social media use.
The problem is this ..... you can measure social media usage and have been able to do so for over two years, so why are you not doing it?
The other problem is to ignore all the vanity measures in this article and measure one thing. Revenue.
You can have a direct measure of what you are doing on social and connect it with what is being sold. Period.
If the tools are available to do this, why are people not doing it? A Passle for another day perhaps?
According to Mary Meeker’s 2017 Internet Trends Report, 61% of social media marketers consider measuring their social ROI to be their top challenge.