Management seems confused about why they need to deal with social media. Most of those with responsibility for profit performance are missing the point when it comes to new media and ignoring the history of past media revolutions. Consumer markets are going through a transition phase regarding their media preferences.
Right now, ROI isn’t necessarily about new revenue and new sales. It’s more likely to be measured as the market share a company doesn’t lose.
All other things held constant, the rise of online and social media hasn’t created new markets or consumers (with the exception of those buying and selling stuff needed to engage in social media). Social media is a new communication preference for existing customers in existing markets to engage, assess and choose the brands with whom they will transact business in future.
Future being the key word.