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. The document also outlines a sequence of events between the initial investment in a social media campaign and gaining financial returns. It emphasizes starting with clear objectives and identifying appropriate metrics to measure whether goals are successfully achieved.