This visual illustrates the way I describe opposing Social ROI “parties” to clients.
My personal opinion is that metrics are important. But I also believe that not everything you do needs to have a firm number attached to it to make it beneficial to your business.
This most recent point was pounded home in a classic Social ROI rant by David Meerman Scott. Two things David said really resonated with me:
- Most companies don’t measure ROI (actual return on investment) with their existing marketing programs. For example, how many organizations know the real return of print ads, PR campaigns, press releases, trade shows, brochures, etc?
- The ROI chatter masks a fear of the unknown. Businesses that don’t (or choose not to) understand social media discount its value based on the ROI argument – while continuing to spend on old marketing that, in most cases, is not measurable either.
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