We, as individuals are used to the instant gratification, and companies to the high and prompt ROI. Marketing, and social media in particular, fall in an area where immediate results are difficult to quantity, but as you well say, it is the opening doors to newer business opportunities that counts in the long run. Thank you for putting it so clear.
When you start talking about social media in the business world, you quickly begin to bump into the ROI question (and if you do, get the insight you’ll need from Olivier Blanchard and buy his book, Social Media ROI).
ROI matters. But for many individuals, consultants, entrepreneurs, small businesses – and yes, even larger businesses – that’s not the only measure of value. There’s another factor to weigh in the balance.
Is this activity likely to produce new opportunities? Potential referrals? Broader awareness? Open doors?
Much of what I – and many others – do via social networking is driven by this long-term view, which is based, not on immediate hard returns of dollars-tied-to-specific-efforts, but by what we might call natural human and marketing principles.
Building deeper human bonds with quality people will, in ways both direct and indirect, lead to increased business opportunities. Do you believe this?…
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