The 7-step document outlines a process for demystifying social media ROI. The steps include: 1) defining business goals and strategies, 2) identifying target audiences, 3) finding how audiences discover the business, 4) choosing desired customer actions, 5) identifying key metrics, 6) deciding budgets, and 7) evaluating how investments influence metrics and calculating ROI. The process moves from initial setup through engagement and measurement to determine return on investment.