CHAPTER 14

Investing in Social: Is What You See Real?

A strategic inflection point is a time in the life of the business when its fundamentals are about to change. They are full-scale changes in the way business is conducted, so that simply adopting new technology or fighting the competition as you used to may be insufficient.

—Andy Grove, CEO, Intel

When you’re as immersed in social as we are, and so many business leaders—leaders of brands that would benefit greatly from an effective presence on social—haven’t yet dabbled, you get the following question a lot.

WHAT IS THE ROI ON SOCIAL MEDIA?

Ugh.

Now, what we’d really like to say is basically what an exasperated Gary Vaynerchuck blurted out several years ago during a pitch meeting when some ...

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