Why must we attribute the ROI of social media directly to leads and sales? I’m just not following the argument or the logic. Many of us network with others, belong to the Chamber of Commerce or other group, and socialize with our vendors and peers. What’s the ROI for those activities and/or memberships? Do we measure it, or do we just know the time and money invested is worth while? No one wants to waste valuable time and money, but I think many of us know and agree some of the most successful people we know have built their careers and reputation by connecting with others, sharing stories, and building relationships. Somehow, however, once we touch a mouse and a keyboard the efforts become a marketing expense that we insist on measuring like advertising. It’s not the same, and it’s frustrating to think we can’t get beyond this.
And here’s the link to the discussion that set off this rant.