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Financial Planning and Analysis Executive that helps companies manage their value creation.
I like the Return on Engagement concepts, but doesn't your ROE lead to ROI? For example you state "Of course it goes without saying that if you fail to meet those expectations the word-of-mouth will be negative but if you exceed them, well …all sorts of magical things start to happen, such as repeat and referral business!" Doesn't referral business generate a return on social media investment for you? You also state "By influencing your customers to say positive things about you, you in effect create customer that create other customers, thus reducing your customer acquisition cost theoretically in half." Looks to me that reducing your customer acquisition cost by half is a great return on your social media or customer enchantment investment. So I don't understand why ROI should be forgotten.
I like your post. Being the father of a 12 year old daughter, I was selected to take her to see the move. I actually enjoyed it and had the same interest in looking at the social media aspect of his career.
Thanks for the great tips. I will be looking at this for my alumni association.