Any chimp with basic excel training can measure return on investment in Social Media. It’s not brain surgery. In fact, if you’ve ever purchased or monitored advertising in the past, it’s the same formula. The problem with Social Media is that everyone wants to fragment things into micro-vessels that they forget the big picture – it’s all still part of a marketing bucket. If you sell anything, you (hopefully) have profit. But profit itself costs money. From inventory to rent…