Do You Argue for Social Media’s Limitations?

The debate about return on investment for social media rages on despite the reality that there is very little financial wiggle room in today’s economic climate. I recently overheard someone complaining about management’s reluctance to test social media because the proposal didn’t include a method for measurement. He said that they didn’t require a return on investment for cleaning services, business cards, or lawn care, so why did they need one for social media?

Do we want to social media to be a cost of doing business or a tool for generating revenue?

If you argue for your limitations, you will own them. If social media is to be a viable marketing solution, it has to be measurable and sustainable. Limiting it to the expense column is shortsighted. A better plan is to find ways to measure the effect of social media on the bottom line.

What do you think?

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