The ROI for Social Media Is Zero - ClickZ
http://www.clickz.com/3633341

The ROI for Social Media is Zero http://www.clickz.com/3633341

People's conversations are not media; they can't be purchased as such by advertisers. In other words, people don't talk whenever advertisers want them to and they won't say whatever advertisers tell them to -- so it isn't "media" like TV, print, and radio.