Social Media ROI

Social media is about strengthening relationships with your customers and partners, generating word of mouth marketing, creating brand awareness and finding new leads.  Usually most companies understand the value of social media and want to give it a try.  However, after making an investment in social media, they want to understand in more detail how social media is helping their business and if it brings enough value to justify the expenses.  Like any other action in business, it all comes down to return on investment.  So, how do you measure the success of social media?  What measuring metrics should be considered?  The answers to these questions are not that simple.