It’s not about the ROI

I’m often asked about the return on investment of time invested in social media. Like any disruptive innovation, I would suggest you ditch the idea of trying to justify your time and investment. It’s like someone asking you: “what’s the ROI for investing time in your best friend?”. Annoying and irrelevant.

Remember trying to prepare a business case for buying your first computer? Impossible to define, but intuitively essential.

I spent 23 years as an accountant, justifying for every quarter of an hour of my time. The problem with that is that it makes you totally “self-obsessed” and that couldn’t be a worse focus for business success, as we all know. Twitter, LinkedIn, YouTube, Facebook and other social media sites are often outlawed by employers, but to their ultimate detriment. One of the biggest mega-trends is personal connectivity. Most opportunities in life come from people you know. Meeting people and staying in touch with them is, in my view, the revolution that social media delivers. That, in turn, can’t fail to deliver opportunity in abundance, provided of course, we treat our tribe of followers with the respect they will rightly demand.

So, forget the ROI, become an early adopter and get stuck in. Quite apart from the richness of meeting some amazing people from around the world, you never know – you might not only enjoy the experience, but find an amazing channel to market.

About paulhopwood

Teaching, guiding and mentoring professional service firms and successful business owners, providing them with time to think. Love family, reading and walking. Brighton UK
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