@markgyles linked me to the presentation below after reading my post this morning about measuring social media. As the first slide makes clear the point of the presentation is to say that it is all about the money. It has to be. All other objectives (website traffic, blog comments, Facebook fans etc.) are unimportant if the P&L isn’t showing the impact.
Making the linkage can of course be tough, but that doesn’t mean it shouldn’t be done. Think of the lengths the television industry has gone to apply econometric models to TV ad spend so they can calculate RoI. Fortunately there are some simpler ideas in the presentation below.