This document discusses the concept of social media return on investment (ROI) and presents various perspectives on calculating and quantifying ROI. It then outlines some assumptions for calculating ROI, including lifting the effectiveness of marketing, impact on search engine optimization, and risk mitigation. Next, it discusses ROI considerations for the market ecosystem, customer/brand ecosystem, and customer mindspace. It provides formulas for calculating awareness value and potential value of risk mitigation. Finally, it presents an example social media strategy with objectives, metrics, targets, and current performance.