How should publishers be measuring social media?

People magazine recently eclipsed four million followers on Twitter. Vogue has 3.1 million Facebook fans. The big numbers underscore the progress magazine publishers have made establishing a strong social media presence. But the question remains, what impact do these followers have on the business?

Measuring social ROI continues to be a challenge for media companies and marketers alike. Some say it’s a fool’s errand to even try to formulate an ROI metric for social media.

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