Current Dilemma:
The price of social media

The buzz about social media marketing makes me think about the dilemma that social media poses to each and every business entity: What is the cost of participating versus the risk associated with not embracing social media marketing?

I’ve read many articles and reviewed many presentations that show social media may not have a true return on investment, but it provides a return on relationships. There must be some way of estimating results. How do I make a business case for social media without R.O.I. numbers? Should I make an educated guess? Or should I just proceed and try to measure?

 – Numbers cruncher