While the question of “what’s the R.O.I. of social media” is difficult to answer, it is necessary as it forces us to dig deeper. The result is maturity.
This conversation is important as you are expected to answer it not just today, but and also over time. The source of the question though, may also impede innovation and experimentation. Why? The answer in of itself is as elusive as the question asked. As much as the previous sentence sounds like a riddle, it is a very real observation. Often it is asked without a clear understanding as to whether or not the answer will actually change the company vision or the current course of business. Sometimes it is genuinely asked to do just that, change the vision and the course of business toward relevance. Either way, this is an opportunity to show how new media enables desired business outcomes. – What’s the R.O.I.? A Framework for Social Analytics