Return on Investment is the hot topic in my Social Media discussions. There are a variety of view points out there. Several center on why is there such a big attempt to measure ROI in Social media, while business cards and brochures are not held to the same standard. My financial analysis background has trained me to look for the return for any kind of investment being money or time. This blog by Sam Fiorella describes this very well. The Social Roadmap: Social Media Marketing: The Business Playmaker: "This is the latest post in a series that explores the various social media ROI arguments and philosophies I’ve engaged in with fellow intera..." The nice thing about Social Media is that there are a lot of tools out there to track. However, you need to establish goals upfront and set up linkages across your systems to track from activity to final conversion.
And by the way, there is a return on business cards, How many do you hand out at networking events? Do they result in leads directly or indirectly, and can you convert those to your opportunities.