The elusive concept of social media ROI

I’m not 100% sure about this, but couldn’t social media ROI be
measured in much the same way PR ROI has been measured for ages? It
won’t be possible to attribute certain new customers or certain sales
made to certain clearly-defined activities, but surely it will be
possible to calculate the input in social media activities vs. brand
awareness, loyalty, customer inquiries, changes in ad campaign pull
percentages or other “soft” parameters over a period of time?

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