IROI: Social's 'Immediate Return on Investment'

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Despite its widespread use as a marketing channel, social media is still perceived by "an alarmingly large group of pundits" that it lacks clear ROI, according to Paul Dunay on his Social Media Darwinism blog. But Dunay asserts that social media generates ROI more directly and with higher velocity than other forms of marketing. In particular, he says, media planning and buying is aided greatly by the nuanced feedback provided by social interactions, taking the guesswork out of the process. In his blog, Dunay provides three core reasons why this is so.
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