Social Media ROI Is Meaningless If Your Product Or Service Isn’t Relevant

on Mar 23, 2010 | 1 Sep 27, 2012

Many are obsessed with trying to develop effective ways to measure ROI (return on investment) from social media marketing. For some background, you can read Brian Solis’s recent article about measuring social media ROI.

ROI from social media is important, but if your product or service isn’t relevant – ROI is meaningless. Here’s why:

Do you believe that relevancy is as important as ROI?

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Cibi Perez

David if I could reach thru this screen and bitch slap you, I would. Nothing like a coward to throw obscenities and insult from BEHIND a computer.
Cibi Perez

David if I could reach thru this screen and bitch slap you, I would. Nothing like a coward to throw obscenities and insult from BEHIND a computer.
Cibi Perez

Good. Your post was deleted. Sorry guys..this stuff fires me up.
Cibi Perez

Good. Your post was deleted. Sorry guys..this stuff fires me up.
Bob Garlick

Awesome rant.

I think this is exactly the type of information that is needed to help people make core marketing decisions about there forays into social and online marketing. I will be posting this video on my blog and shamelessly quoting you in meetings this week and beyond. Keep them coming.

I am using this acronym and I am sure you use it as well.
ROT (return on time).

Cheers
Bob
Bob Garlick

Awesome rant.

I think this is exactly the type of information that is needed to help people make core marketing decisions about there forays into social and online marketing. I will be posting this video on my blog and shamelessly quoting you in meetings this week and beyond. Keep them coming.

I am using this acronym and I am sure you use it as well.
ROT (return on time).

Cheers
Bob
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Thinker

Sometimes if the product/service offers 100% relevancy/importance to the user/consumer it still does not guarantee an enormous increase in ROI.

Social/ Communication service has a huge relevancy to mankind!

Do you think Twitter & Facebook would have the same ROI from today if they have introduced this way back in the 90’s?

I believe, it’s the TIMING that brings extreme profitable growth.
Thinker

Sometimes if the product/service offers 100% relevancy/importance to the user/consumer it still does not guarantee an enormous increase in ROI.

Social/ Communication service has a huge relevancy to mankind!

Do you think Twitter & Facebook would have the same ROI from today if they have introduced this way back in the 90’s?

I believe, it’s the TIMING that brings extreme profitable growth.
Ross

@Thinker – very good point. Timing is indeed important, but I also believe that timing is another way to say relevance. As you say, a great product can be relevant today but might be way ahead of its time if it’s brought to market years before the market and consumers are ready for that product.

Relevance doesn’t guarantee ROI. That’s certainly true. But without relevance, ROI is rarely possible.
Ross

@Thinker – very good point. Timing is indeed important, but I also believe that timing is another way to say relevance. As you say, a great product can be relevant today but might be way ahead of its time if it’s brought to market years before the market and consumers are ready for that product.

Relevance doesn’t guarantee ROI. That’s certainly true. But without relevance, ROI is rarely possible.

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