Everyone and their mom has written about social media and ROI.

For some reason, the social media skeptic tends to be fixated on this factor. Not surprisingly, I’m often asked what my return is for tweeting. After years of answering this question, I’ve settled on this analogy.

I tell them about a billboard and 7-Eleven.

On the major corner by our office, there is a billboard. The freeway and two major streets can see this billboard.

Coca-Cola is always advertising one of their many product lines on said billboard. This billboard does not interact with you, it does not smile at you, it does not ask you questions. It’s simply a large rectangle, in a vehicle’s direct line of sight, wallpapered with a visual advertisement. Continue reading →