Posts Tagged ‘roi’

The problem I see with most of the discussions around social media ROI in the real estate industry is that the product real estate agents sell, a house, is not an impulse buy and the decision to use one agent over another, a completely different kind of conversion, is not a simple decision. If they were, we could focus on conversion alone and be done. But they’re not. So, the focus on conversion to the exclusion of all other sales or marketing objectives is simply wrong.

The notion that monetization, measurements of effectiveness and ROI are to be abandoned in the Social Media world is a foolish argument. It’s the same kind of nonsense that permeated the dot.com world and led to its meltdown. In hindsight, intelligent venture capitalists lost their sanity and threw millions of dollars at ideas that would never earn a nickel. That message was crap back then. It still is.