This document discusses metrics for measuring return on investment (ROI) from social media marketing campaigns. It defines key terms like sticky ideas, tipping point methodology, and the 80/20 principle. It provides examples of both qualitative and quantitative metrics and approaches to measuring ROI. Qualitative metrics focus on satisfaction and loyalty while quantitative metrics measure direct results like sales. The document also discusses factors that can help create tipping points for ideas to spread widely, like targeting the right people, having a sticky idea, and choosing the right context.

1. IMC 462 Integrated Marketing Communications via Social Media Summer 2011 Class Session 9 Social Media ROI, August 8 th 2011