I’ve begun to wonder whether the question, “What’s the ROI on Social?” is a kind of post-modernist Zen koan. It’s one of those questions that is often asked, yet that has no rational answer.
Social Media Music, credit: SAP
I shared this thought the other day with Todd Wilms, one of our social media experts at SAP. “The problem with the ROI question,” he said, “is that traditional ROI formulations revolve around pretty simple....