We’ll avoid dwelling on one job posting, but this takes the cake. An unidentified company, which described itself as “cool,” recently posted a job for a “social media czar.” The job description was thoughtfully written, touching on all the requirements such a position should have, even mentioning the need for strategy.

Then came the punch line. The job was for two hours a day, $10-$12 an hour, depending on experience.

Evidently, this “cool” company doesn’t expect much ROI (Return on Investment) from social media.

A lot of business owners I’ve met in recent months are probably not that different than whoever runs this “cool” company. Small businesses and professionals are intrigued by social media, but a) don’t have the time to get involved or b) don’t see the ROI of hiring a professional to help.

So I’m going to give you not just one, but three simple examples of ROI in social media.

1. An Atlanta executive coach (Disclosure: a client who also happens to be my wife) who works with engineering firms was in a lull in signing new clients. However, the coach recognized that LinkedIn could help her open doors. She used the Advanced Search feature of LinkedIn to identify companies that were clearly doing well during the tough economy (e.g. hiring). Working through mutual connections on the business networking site, she was introduced to executives who then contracted to work with her.

2. Charles Nelson, president of Sprinkles Cupcakes, has a company that apparently makes great cupcakes. His cupcakes are so good that he has amassed 70,000 fans on a Facebook business page. The “Beverly Hills baker to the stars” announces a secret word each day, and the first 25 or 50 people to show up with that word at any of his five stores gets a free cupcake. The ROI: A booming business and highly effective word of mouth. Nelson has not spent a dime on any other advertising or marketing in five years.

OK, you say, that’s Atlanta and LA. Those are big, highly wired cities. Well, let’s turn to:

3. The New York Times In July featured mom-and-pop shops around the country making money through Twitter. Consider just one: Silver Barn Antiques in tiny Columbus, Texas. Even before launching a Web site, the owner was able to find both suppliers and customers nationwide. “Twitter has been a real valuable tool because it’s made us national instead of a little-bitty store in a little-bitty town,”  she told The Times.

So what is the value of social media to your business? Consider your goals. What is the value of a new customer or client? You know how many leads you generally need before you attract one customer. What is the value of generating a lead for your business?

My guess is it’s worth more than $20-$24 a day. Or even 25 cupcakes.