The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.
For our Dandeloin Marketing project for our Social Networking in Business class we are facing this very problem as we prepare to present how we used social media to market a e-book about "how to increase your chances of going viral."
When using social media, analytics only can take you so far. How can you determine where people clicked from, was it facebook or my gmail status? How many people came because I asked them to, how many people were generally interested? As social marketing becomes more popular it is important for people to know how to track how and why people are coming to their sites so they can determine was their ROI is.
