Size Matters!

Or does it? At least when we talk about ROI in Social Media. To quote Jay Baer in Social Media Today "The larger the brand, the more likely they are to use social media without concerning themselves with its dollar ROI, when goodwill for them, is priceless. With mid-level brands the debate becomes more acute because the marketing budget is more thinly spread. And as for small brands, there’s no debate at all."

I mostly agree, although small companies have so many free tools available on the market. But then, ROI is correctly about metrics, facts and figures related to sales. But what about companies who just want to build their brand online? How do you measure the value of relationships? Some people talk about ROE (Return Of Engagement) but I cannot really see how this can be truly measured unless you do over priced qualitative surveys.

No, the only TRUE way of brand building success in social platforms is to be engaged on a personal level, where you can feel the brand position. Where you (the CMO, etc) are truly part of the conversation making friends. This also means that you quickly will feel when something's wrong, intuitively.

All relationships goes through ups and downs and the aim must always be to maintain a healthy balance between giving and taking. And this is not supposed to be measured.

Size Matters!