ROI on using the social web

This feels too short for a blog post, but it’s too long to tweet.

I’ve been saying something along these lines for a while to people who insist on hearing what the Return on Investment might be on social software.

I said it again today, but I can’t see that I’ve written it down anywhere.

So, this I believe:

“The ROI on using the social web is increased social capital, that’s all. The question is not how to try to measure social capital but how to most effectively convert it a more traditional form – the form that is accepted by landlords, supermarkets, ex-wives and the electricity company.”

3 thoughts on “ROI on using the social web”

  1. I think it’s the perfect length for a blog post. It does get asked a LOT, after all. And it’s a good answer. Even just the first sentence:
    “The ROI on using the social web is increased social capital, that’s all.” That’s a blog post.

    I’m not so sure about saying anything about the question of conversion of social to financial capital when persuading people of social web’s ROI – the conversion mechanisms are too varied & meandering to quantify convincingly without specific examples, and so it ends up sounding woollier than it actually is.

    It seems to me that social capital directly buys you opportunities and reputation, not food. And people either understand the value of those things or they don’t – convincing the people that don’t is a whole different board game.

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