Pili, I was thinking... Why don't you write a post for SWIt about the right measures on social media? I could do the infographic ;)
Yep, you're probably right (you're the expert here ;) but I think starters need something to start with, and experts don't agree the best way to measure the ROI, at least for small businesses. This is an easy (but probably not perfect) way. Of course it's not enough and you'll have to measure many other things. The think is that it's something to start with. Btw, what's AVE?
I disagree with this model. For starters, social media can't just be compared like that to ppc or display. We need new measures because the impact is different. And that model doesn't give you the full pic. It's like AVE in PR