Too many business people I meet are still chasing instant returns on the investments they make in social media. This is naive at best; communities take time to create and nurture before eventually becoming self-sufficient.
Perhaps a better way of thinking about today’s investments in social media is to compare it with your life insurance. For 100% of the people I meet, the ROI of their life insurance is currently 0%. But that wouldn’t stop them paying for it; the peace of mind it gives them and their families more than justifies the outlay.
It’s the same, in many ways, for social media. Right now your measurable, provable, ROI may well be zero. But knowing you’re doing something, learning as you go, listening to your customers and meeting any issues head on should be enough to help you sleep well at night.