We go to movies based upon what our peers says. We go to hair stylists and salons based upon reviews from our friends. When we move we look for info from friends and family who know the area.
We live in an information society where we each have a credible network of people that we can ask about things.
We love our information so much that many of us won’t fly on an airline that doesn’t have wi-fi and forget staying at a hotel that doesn’t give us Internet access. Everything we do these days has a review associated with it.
That word of mouth now guides choices. It’s there that the ROI is found.
As I mention in the video above, it’s very simple to find the ROI of social. It’s everywhere.