Social Media ROI Hypocrisy

No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. He's a marketing strategist, speaker, advisor to emerging companies, and author of ten books including three international bestsellers.

Social Media  |  Worst Practices  |  Real-Time Marketing & PR  |  Research and Analysis

New research - published here for the first time - proves that executives who demand that Social Media ROI be calculated are hypocrites.


It's ridiculous that executives require marketers to calculate ROI (Return on Investment) on one form of real-time communications: Social media like Twitter, Facebook, or YouTube. Yet they happily pay for other real-time communications devices for employees like Blackberrys, iPhones, and iPads without a proven ROI.

Often, the first question I am asked at my talks is about ROI. So I turn the question back to the audience as you will see in this very short video shot on location at recent gigs in Amsterdam, Bahrain, Baltimore, Barcelona, Boston, Buffalo, Cleveland, Istanbul, Miami, Rotterdam, Stockholm, and Washington DC.

Direct link to Social Media ROI Hypocrisy on YouTube.

My recommendation to you when faced with executives who demand that you prove social media ROI is to point out the hypocrisy by asking them to show you the ROI of their Blackberry.

I conceived of this video and shot the location scenes myself at my gigs. The final video was produced and edited by my friends at Rewatchable.

Please share. Especially with those in your company who demand that ROI calculation.