someone worked their brain real hard over at frogloop (a non-profit communications and marketing blog). they’ve built a tool that helps measure the cost/benefit of ‘social media marketing.’ at first blush, it’s enough to make your head spin. upon further review, it’s exactly the kind of pragmatic, honest assessment that needs to be done on any marketing effort. the fact is, ‘social media marketing’ hype is another marketer’s false dream of a magic bullet (if not the news media’s misdirected reporting on the same).

at any rate, check it out. it’s worth a hard look (and the hard work) if you’re going to begin employing these techniques on your own behalf or on behalf of a client. give yourself some honest accountability against which your efforts can be judged. makes down-stream decisions a lot easier, whether you like the outcome or not…