BII Many brands are moving away from metrics that purport to measure ROI on social media.

They've realized that social media isn't a transactional engine or sales machine, so they're dropping half-baked indicators that gauge secondary effects, such as financial return.

Instead, the new metrics evaluate social media strategies in terms of audience-building, brand awareness, and customer relations.

In a new report from BI Intelligence, we look at the no-frills but powerful metrics that social media managers and analytics companies are focusing on, we explain how the end of the vogue for ROI has not meant a pullback on social media budgets (in fact, social media budgets are ballooning). And we dig into some of the misconceptions and misuses surrounding the more common reach and engagement metrics popularized by Facebook Insights, the built-in analytics dashboard for Facebook pages.

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Here's how social media strategies are evolving: