Debunking 4 metrics myths about ROI

When communicators see the term ROI, it’s like a bull seeing a waving a cape: It’s irresistible, but it only leads to trouble.

I get a Google alert every time someone mentions “social media ROI” or “PR ROI.”

In my role with The Conclave concerning social media measurement standards, I search out any and all flagrant misuse of standard measurement terminology and best practices.

Conclave-approved terms and techniques have been crafted and agreed upon by more than three dozen brand marketers, PR agencies and academics. More than 100 organizations have already pledged to support these standards.

I find those Google alerts to be better than a triple shot at Starbucks at getting my brain waves going.

Here are a few typical examples—and why you shouldn’t believe a word they say. The original text is indented, the most egregious errors are in italics, and my comments are in parentheses