“The notion of saying, ‘What’s the ROI of social media?’ is, at its broadest sense the right notion. But it’s the wrong question. You may as well ask what the ROI of putting your pants on every day is. You know there’s a value to it, but it’s hard to measure. It’s about what specific objectives we’re setting out, how we measure against those objectives, and how those all lead to a better reputation for the company, increasing market share, increasing excitement about the brand.”
Scott Monty, head of social media at Ford, in an interview with Marketing Magnified eJournal, August 2010
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