Are We Too Worried With Finding The ROI Of Social Media?

THE VIRAL GARDEN — Several months ago I contacted a certain big company. One that's been using social media very well, and that's often used as a case study for how businesses can successfully use social media. I wanted to know what was their direct bottom line impact from social media? How had sales increased or decreased? What was the ROI of their efforts in terms of dollars? Their answer surprised me. "We have no idea." They further clarified "My boss has never asked for the ROI, because he sees the value in our efforts"...