Last week while discussing social media ROI, I made the statement that attempting to directly measure revenue from social media will mean the social media efforts won’t be effective. To be clear, as I went on to say in my post last week, I’m not suggesting that social media efforts not be monitored. What I wrote was that
There’s no direct link between time or money spent on social media pursuits and revenue. Sometimes there may be a direct return, but this is the exception and not the rule. Social media pursuits have a gradual but cumulative effect over the long term, which translates indirectly to increased revenue for your business. The more directly you try to align social media with revenue, the less effective it will be, because it violates the most basic principle of social media interaction.