Comments on: Is social media losing its lure … and return on investment? http://blogs.reuters.com/great-debate/2010/09/08/is-social-media-losing-its-lure-and-return-on-investment/ Thu, 21 Jul 2016 07:57:19 +0000 hourly 1 http://wordpress.org/?v=4.2.5 By: cshunt312 http://blogs.reuters.com/great-debate/2010/09/08/is-social-media-losing-its-lure-and-return-on-investment/#comment-32258 Sat, 18 Sep 2010 16:53:39 +0000 http://blogs.reuters.com/great-debate/?p=8051#comment-32258 With all due respect, Laura, your perspective seems to reflect a fundamental misunderstanding of how social networking platforms should be leveraged. Though they may have some (limited) value in generating sales, that should not be viewed as their primary purpose, especially for small and independently-owned businesses. As you noted (unwittingly perhaps) in your piece, their value is far greater with respect to general brand development and marketing. For example, though I don’t follow Dan Schwabel on Twitter or FB, and I’ve probably never read his blog (which reminds me: blogs are social media too … and so are book reviews), I certainly know who he his because of his strong digital presence.

Social media encompasses far more than the public social networking platforms (e.g., LinkedIn, Twitter, Facebook) that garner most of the media attention. Folks who want a richer understanding of Digital Era technologies are invited to read Part 1 of the Social Media Primer I’m developing, which can be accessed at http://www.sminorgs.net/social-media-pri mer.html.

It’s also important for folks to take a longer-term view of their social media investments and realize that trying to apply a linear metric to capture ROI may not be an appropriate way to measure success in the non-linear world of the Digital Era.

Courtney Hunt
Founder, Social Media in Organizations (SMinOrgs) Community

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By: DanielDiRico http://blogs.reuters.com/great-debate/2010/09/08/is-social-media-losing-its-lure-and-return-on-investment/#comment-31980 Wed, 08 Sep 2010 20:47:36 +0000 http://blogs.reuters.com/great-debate/?p=8051#comment-31980 Great article and I have to say, I agree. I’ll point to this one when ever I noticed people getting a little to fired up about what social media can do for them.

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