ROI may be the Holy Grail of social media, but it's relatively easy to see whether your participation there has an impact on the bottom line, says Amber Naslund, Director of Community for Radian6.

"It's easy to watch whether things are moving the needle or not," she says, if you make measurement and monitoring part of your participation in the social space. And best of all, you can tweak your program as you go, since "we're still in a forgiving time."

Watch Amber's interview with our Kyla Cullinane here:

And by the way, Amber leads a MarketingProfs seminar in the Social Media Summer Series. Her topic: Building and Sustaining Brand Communities: This Ain't Your Mama's Discussion Forum.