Explaining “social media ROI” AGAIN. And again. And… again. « The BrandBuilder Blog.
This is a post by Olivier Blanchard the author of Social Media ROI (Amazon link).
It is excellent even with the explicit language (Olivier is a bit frustrated that after years people don’t get ROI) explaining when ROI makes sense and when it doesn’t. Understanding that ROI is activity based not channel based is key. I wonder if people think social media is a verb rather than a noun.
I’m reading the book now. His post is the highly condensed version of what I have read so far. I strongly recommend it.
