1. Social media ROI is quantifiable.
Metrics makers claim that everything can be converted into a good, reliable set of metrics that can in turn be converted into expected increase in revenues. Yet I'm not convinced that there is a good metric for social media engagement yet. What would you measure? You could create a Klout-like 'engagement' metric, perhaps based on number of reactions and how long comments are, as well as influence of commenter… Or perhaps even the number of 'positive' words used in the comments… but that still is very difficult to translate into a revenue number. Or does someone have a good metric that i'm just not aware of?
2. Social networks are a great dissemination channel.
Yes, to some extent social networks is used for broadcasting information. But that alone as the purpose of using it is like using a blog to post short twitter-style updates on whether it is sunny or rainy: it misses the effectiveness of the platform. Social networks are a gossip hole – it is where communities of people discuss various things together. Engagement means discussion, not 'liking' – just as town gossippers trade gossip, not just lurk and nod in agreement. So networks are primarily an engagement tool, not a broadcast tool, and needs to be treated as such.
The 10 Biggest Social Media Lies – Datamation
Forget what you know about Facebook, Twitter and Pinterest. The truth doesn’t match the myths.