By by Simon Gornick, Convince & Convert:
ROI in social media is a luxury. And the only brands that can accept that are likely to be big ones with multi-platform marketing budgets. The larger the brand, the more likely they are to use social media without concerning themselves with its dollar ROI, when goodwill for them, is priceless. With mid-level brands the debate becomes more acute because the marketing budget is more thinly spread. And as for small brands, there’s no debate at all. For the most part, all they have is social media – so ROI is a matter of hope rather than measurable statistics.
That was a comment I added to a great post from Matt Ridings called “Is Our Addiction to ROI Killing Social Media” on Convince & Convert.
Understanding this equation goes to the very heart of modern marketing, not merely within social media but across the entire spectrum of marketing disciplines.