probably too “consumer issues” oriented: it’s all about audience, awareness, traffic, “buzz”, whereas when it comes to influence, it’s most of the time about engaging the right people to make them understand / agree / support deeper messages. Probably because consumers are sexy, and citizens aren’t ?
More about ROI in social media:
Mark Emery: “My point is that ROI, like love and a winning poker hand, isn’t exactly predictable. In the long-term, most people find love, and, if you play poker enough, you’ll even get rockets.”
Kyle Lacy: “Use the tool for what it’s worth. It is extremely possible to start mixing social media marketing into your traditional marketing campaigns and further the power of your marketing arm.”