27 Jan '12, 6pm

Industry Discussion: The True Nature of Social Media ROI

Industry Discussion: The True Nature of Social Media ROI

I’m going to go out on a limb here with my response. I’ll start by acknowledging that ROI is almost always a required consideration in every business analysis. However, I think that ROI isn’t being effectively applied to social media almost everywhere. I believe that the dynamics of social media are far more abstract and multifaceted than ROI or any other metric for that matter is. Social media marketing for business is largely focused on generating quantities. Whether it’s sales, # of followers, # of likes, etc. But, when you think of how you, the individual, uses social media, there are subtle, yet key differences. Instead of focusing on quantities, you’re focused on quality. You build relationships with people because you want to enhance the quality of the friendship. Whatever you’re after, whether that’s a deeper relationship, more time spent with a person, or whatever...

Full article: http://www.searchenginejournal.com/industry-discussion-th...

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