Putting a price on social-media traffic

It’s tricky to quantify the ROI from social-media campaigns, but comparing your traffic increases with keyword advertising rates can provide a useful benchmark, argues Jason Falls. Calculating the amount you’d have had to spend on keyword advertising to provide an equivalent jump in traffic lets you put a price tag on your achievements, and it can help to convince skeptical executives that your social strategy is worthwhile, Falls writes.  Social Media Explorer