The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.
In their book “Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives’’ they argue that our social networks actually comprise a “super-organism.’’ Our lives take shape not just via those we know, our friends and relations, but through their friends and relations, even if we never meet those people. ‘Connected’ offers a new way of thinking about social networks and the world - The Boston Globe
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