Since the dawn of companies like Twitter, one question has baffled marketers: How do we demonstrate ROI in our social media strategy? For example, we know that Facebook “likes” don’t equal sales. So what’s the alternative?

Enter the interest graph, which offers a new way to develop connections based on what people like, not who they know. The interest graph also gives marketers the chance to demonstrably generate revenue. Here’s how other companies are experimenting in this space and the results.

---

Enable Opportunities for Social Discovery

---

People make connections on Facebook for all sorts of reasons, but rarely do they make friends with total strangers based on a shared interest in products and services. The company Step2 is changing that and enhancing the shopping experience by promoting social discovery through their Facebook page. For starters, they allow users to follow individual products and product categories, and get updates directly in their newsfeed. Even better, their “follow a reviewer” feature enables individuals to subscribe to product reviews from someone with similar tastes and preferences. – Why the Interest Graph Is a Marketer’s Best Friend by Nadim Hossain

/>