What's the ROI on That?
I completely agree with the rant David Meerman Scott let loose here on ROI and social media/web marketing. A lot of people ask for that, but honestly: what's the ROI on things like a print ad, or a TV ad, or a radio spot? There's no good way to track that, and there never has been - but since these methods are well known, they are comfortable.
I have no idea what the ROI is of the Smalltalk channels I've set up on YouTube, Vimeo, and Facebook - but I know that they generate interest from people who wouldn't necessarily have found Smalltalk if all we had was our own website.
All you can do is plug away, put out material your target audience will think is interesting, and give it time to work. Expecting a spreadsheet number under ROI is just fooling yourself.
