At the risk of being a bit contentious, isn’t all this talk about getting ROI from social media a bit waffly? I don’t think it’s that difficult.

Social media is like any other media – it presents an opportunity for people and businesses to communicate a message to an audience. Just like any other media, its ability to yield a return on investment will depend on how well it is used to carry relevant, compelling messages to the relevant audience, in such a way that it will inspire them to engage and do business.

Can social media yield a return on investment? Absolutely. Can that be measured? Yes (although not necessarily very easily). Will social media yield a return on investment every time? No. Is it possible to invest a lot of time, effort and resources into social media – even gaining a lot of interest and influence – and never achieve a penny of ROI? Definitely.

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