The document discusses measuring social media ROI. It begins by introducing the author, Mike Lewis, and his background in marketing. It then discusses some common misconceptions about social media, including that it is a waste of time, customers are not using it, and that ROI is impossible. The document provides a simple framework for calculating social media ROI by defining objectives, benchmarking initial metrics, tracking the right metrics related to financial impacts, and calculating ROI. It provides an example of a company that used social media to reduce support costs by driving self-service, achieving a 123% ROI. Finally, it discusses buckets to track for social yield, social effect, and results.