We've had infographics already on how measurable social media is… and how immeasurable it is… but before you yawn and turn away I'd like to present this one to you. Last night, Marty Thompson and I were just discussing this. Many companies won't move forward with an aggressive social media strategy because of the lack of measurement. Other companies jump into it without recognizing what the impact might be.
This infographic from MDGAdvertising does a nice job of providing evidence of both the tangible and intangible benefits of social media, as well as the long and short-term benefits. The fact is that the answer is somewhere in the middle. You can't immediately measure all of the return, but long-term the return will continue to increase.