Calculating the ROI of social media is a challenge because the channel is used to achieve a variety of marketing objectives, many of which are not clearly defined at the outset of campaigns. ROI is a function of measuring the outcomes of campaigns against the investment of time, energy, messaging, and money. Each variable can be measured using different criteria and compared with each other. Marketers are grappling with ways to compare the cost effectiveness of media expenditures in constructing omnichannel programs and justifying spending levels to executive management. This report, featuring experts with varying perspectives, explores the range of thinking and calculating the ROI of a rapidly ascending and evolving channel.