The document discusses measuring the return on investment (ROI) of social media marketing efforts. It provides examples of non-financial and financial outcomes that can be used to measure ROI. Non-financial outcomes include increases in website traffic, positive brand mentions, and social media followers. Financial outcomes include reductions in customer service costs and increases in online sales and new customers. The document also outlines a sequence of events between initial investment and gaining ROI, and provides steps for showing ROI, including creating timelines, measuring impact on conversations, and overlaying metrics to show how activities drive sales and other goals.