A view is that you do not see the full picture and potential of a new development, but only what you can grasp within your existing frame of reference. In the case of social media, we stick to a limited set of old media metrics such as reach, clicks, preference and intent. Very important metrics, but not sufficient to gain insight into the full ROI of social media.
Social marketers must therefore provide insight into new social media metrics that are important for the long-term objectives of the companies we work for. But because the work of social media marketers is often paid from a test budget ('we want to know what Facebook can do for us') and therefore often has a temporary character ('if it does not yield money within 1 year, we will simply stop again'), we must be pragmatic and show concrete results as quickly as possible, while at the same time working on the long-term vision. That is the challenge.
This challenge can be visualized in a simple matrix. I distinguish between direct ROI and list to data indirect ROI and short-term ROI and long-term ROI. I start by describing direct short-term ROI and eventually get to indirect, long-term ROI. The further I get, the more important it is to look less in the rear-view mirror and more ahead.
matrix 1
Finally, I have primarily focused on Facebook as the most dominant social network in the Netherlands to explain the matrix. I understand that this makes the matrix (too) generic, but I see it as a first attempt and a call to everyone to make this model sharper and more complete.