ROI eludes many folks in the social media space. Not because social marketeers aren’t able to, it’s just damn difficult to assign cause and effect to a very organic and often nebulous activity.

That being said, there is something happening that can be measured, but it’s time we think differently about which “measuring cup” we use and how we use it. Susan Etlinger (@setlinger), Andrew Jones (@andrewjns) and the folks at @AltimeterGroup have taken to explain how ROI can be looked at, both qualitatively and quanitatively, through a social media lens.