The one constant word in the buzz around the web’s emerging technologies and techniques is ‘Social’. Whether web, media, networks, enterprise, capital, currency or bookmarks, everything is social.

Listen.

When you meet somebody in the real world, whether at a party, a networking event, a conference, or in a bar, do you try to build an ROI case first? Do you stay at home or in the office, eschewing all human contact until you can be sure that bumping into people and starting (or joining in) a conversation is worth your while? Do you ask people how much cash they’re carrying before you talk to them?

Looking to exploit social situations for your own personal benefit is a sure sign of psychopathy. Until businesses fully understand and accept that sometimes it’s just good to share, converse and communicate they will always make a mess of the whole social thing. Going into this looking for ROI will just leave you lost, alone and frustrated.

So, those of you wanting to build and prove an ROI case from the social web can go ahead and try. For my own safety, I will give you all a wide berth.

Posted via email from plainadvice’s posterous

2 – Attempting to make your stuff easier to buy by creating an exceptional product or service that generates word-of-mouth recommendations.

current – gimmick laden awareness raising campaign.