The ROI of Social Media You won�t succeed unless you�re holding all the cards Today I�m going to go a bit off the beaten path and talk about something that isn�t virtual worlds related, though it very well could be applied to virtual worlds like Second Life if you really wanted to. Of course, by the title of this post, you might already get the idea that this post is going to be about that ultimate of intangibles � the ROI of social media. Why is it intangible, you might ask? Well, for a number of years I�ve listened to people like Gary Vaynerchuk give a brilliant summary of how social media is a different breed of animal in marketing, but he always brings up the concept of not knowing the ROI of a Piano as a reason for why we have to stop asking what the ROI of Social Media is. After all, how does one quantify those metrics? We can easily qualify the metrics for impressions and reach, and indeed most marketing folks will wave those ...