One of the most prevalent excuses I hear from people not engaged in social media is the lack of provable ROI. Traditional marketers just can’t seem to get their collective heads around how social media can be monotized.
"If I had to pick a reason that many social media strategies fail I’d pick this. You’ll fail if you can’t give your customers something they need. You’ll fail if you can’t engage your employees. You’ll fail if your entire company is not onboard with your social media campaign and you’ll fail if you’re not 100% committed to forgetting the traditional role of ROI in your company’s balance sheet.
That said, social media has it’s own ROI. Great news huh? And oddly enough, that ROI often ends up giving those bean-counters exactly what they wanted in the first place."
Via Steven L. Johnson, Anise Smith