Gischeleman: "To Create With the Mind"
The trouble with ROI and measurement is not that you can’t do it
Is it “talk about ROI” season now? I have seen several posts online lately about social media ROI, ranging from “it doesn’t exist” to “here’s how you find it.” It makes me think about my own current thinking in the space. As with many things, I fall in between the two extremes, if you can call the latter an “extreme.”
A few thoughts about the ROI question:
- If corporate management is asking for a Return on Investment, then saying “there is no ROI” will be the end of the program.
- A measurement program is not necessarily an ROI metric
- Social media is not magic
- ROI is hard for everyone, not just social media marketers
Just a few thoughts on ROI from someone in the trenches. And no, I do not always see ROI figures from programs, nor am I 100% certain they are always called for (or is that just being lazy?). But it does exist and it probably should be asked for. What are your thoughts?
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