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Well-known expert on why IT projects fail, CEO of Asuret, a Brookline, MA consultancy that uses specialized tools to measure and detect potential vulnerabilities in projects, programs, and initiatives. Also a popular and prolific blogger, writing the IT Project Failures blog for ZDNet. Frequently quoted by the press on topics related to IT management.

One response to “Social media ROI smackdown: What your business can’t afford to ignore”

  1. Gabriel Gheorghiu

    what surprises me most about most conversations on social media ROI is that we use the same rules to estimate it (I don’t think you can actually calculate it) as for inventory management or accounting.

    for social media, just like talent management, there is a variable that is critical and cannot be measured: human behavior. companies assume that the extra money they made because productivity increased were generated by the investments they made in their capital management but the relationship between cause and effect is far from being obvious. same for social media: spending money on social media will generate extra sales but the relationship between cause and effect isn’t obvious at all

    your increase in sales could be caused by the fact that you hired a smart and competent sales manager, or because one of your competitors lost a lot of customers after a scandal, etc, etc. IMO you don’t really which initiative had which contribution to your increase in productivity, sales, etc. even for straight forward ROI calculations, the best you can do is guesstimate the real benefits but even that is complicated for social media, unless you simplify everything and apply simple but not very relevant rules.