The True ROI of Social Media
http://www.clickz.com/clickz/column/1898404/true-roi-social-media
Social media is about relationships. And anyone who has ever had one can tell you that you cannot judge a relationship from a snapshot; you need to observe a relationship over months or even years to get any sense of the quality and value of that relationship.
Solid, common sense piece on why measuring ROI of engaging with customers is a) impossible and b) inadvisable. Oh, and c) get on with it anyway.
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