Dear Executive ...
Dear Executive …
Dear Executive …

Dear corporate executive,

You’re skeptical about social media marketing and social technologies. I get that. You’re also focused on the bottom line and keep asking the question, “What’s our ROI?” And I understand why.

But doing so is like waking up every morning, rolling over to look at your wife (or husband) and saying, “What? You haven’t produced a child yet? We’re going to have to re-think this.”

There’s more to marriage than children. There’s more to business than quarterly revenue.

Food for thought.

About the Author

Jason Falls
Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at
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  • What amazes me is they will waste a couple hundred dollars on Christmas decorations but not send someone to a half day training for same amount DUH, mixed priorities.

  • Jason, I can totally understand the need to measure results. The more marketers can show positive ROI, the more willing senior management and boards will allocate to marketing. I do agree that some marketing tactics are harder to track, but social media and online channels are much easier than older traditional channels.

  • Funny post but it certainly makes a point. Sad how a lot of businesses seem fixated on ROI.


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