Dating is a process. So is losing weight, being a public company and building a brand.
On the other hand, putting up a trade show booth is an event. So are going public and having surgery.
Events are easier to manage, pay for and get excited about. Processes build results for the long haul.
This is one of the most fundamental things that organizations need to understand. A process requires persistence and patience. Two characteristics many organizations lack.
The decision for social media should always be a mid- to long-term decision. Of course it can/should be an iterative process and adjustments will be necessary. However, I believe the ROI of social media will show over time (and it might eventually show negative)…