Proof of ROI in Social Media:
That’s for the boss’ bottom line. But I think the real ROI isn’t measured by the bottom line. The most valuable investment we all make in social networking is our time and ourselves. Without those two things invested…and invested authentically, there is no real return. How do you measure and put a dollar value on connecting, shared information, generating ideas, developing conversations? I’m sure there are social scientists that will study and follow these activities and endeavor to measure the trail and where it leads. And as soon as the numbers are in black and white, I think the measure will have already missed the essence of the most valuable return from social networking.
In this particular case, however, I have been VERY lucky to have a short, direct trail with a couple people in the chain to point to a measurable outcome. Brian Simpson, (F & B at the Roger Smith Hotel in New York City) and Shannon Marshall, (Northeast Divisional Manager for Hahn Family Wines ). Through the power of social media, twitter and 12seconds.tv, Brian & I have connected & have been posting 12 second videos of the RSH daily lunch special paired with wine. We started in early November. By request, I connected Brian with Shannon & by early December we have the menu above : 5 wines from Hahn Family Wines by the glass with 3 more by the bottle.
For me the return is in the relationships and connections I am allowed to cultivate world-wide through social networking. The bottom line ROI is a secondary result I am grateful for…but not my primary pursuit. The connections are. Which brings me back to wine. I feel the same way about sharing a bottle with someone. Happy New Year everyone. Cheers.