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Principal of Chess Media Group, a social business consultancy. Jacob works with mid and enterprise organizations on developing customer and employee engagement strategies. He is also the co-author of Twittfaced, a social media 101 book for business. Jacob authors a Social CRM and Enterprise 2.0 blog.

3 responses to “The ROI of ROI: Does ROI Always Make Sense?”

  1. True Focus

    Social media seems to have become a basic evaluation criteria that can be a difference maker. When I’m evaluating vendors or job candidates (or even customers), a good online social media presence, including “www”, LinkedIn, Twitter and Facebook seems to provide credibility. Absence is a minor penalty, poor use is a major infraction and a great presence is validating.

    As such, I think there’s an intrinsic ROI to an investment, but the amount of the investment should be calibrated to the potential of the return. Also, these online channels are far less expensive than the old models, so it’s far easier to get a great bang for the buck.