An interesting post by a bloger made me ……

You are correct: in this instance, social media didn’t help my family’s business get the gig. However, there is still an incredible value to getting free publicity and generating a little buzz, which I did online to my own social network. (There is a significant distinction between sharing interesting information and insights on Twitter and gossiping about things with friends, and I might write another post on that subject.)

Because I shared this information with my social network, and it was shared again by the mayor of St. Louis (who, by the way, isn’t one of my “gossiping friends”), this “gossip” as you say was publicized to the business community of St. Louis–the very kinds of people who themselves seek large catering services. The community’s knowledge of this gig adds even more credibility to my family’s long-established restaurant.

It’s also significant because Favazza’s is in a “Little Italy” section of St. Louis called “The Hill” that has about 30 Italian restaurants within a 12-or-so block radius. Getting this gig sets Favazza’s apart within the neighborhood, crowded with what outsiders might think are restaurants that are all the same.

If no one knew about the gig, the value of it would end when the money earned was spent. Now, because more people know about this achievement and will patronize the restaurant or catering services, the value of the gig–the ROI, if you want–can continue to grow.

Also, as a technicality, I never said that I “adore” social media. That comment was made by my colleague and friend Kirsten Wright on her own blog. She and I have both made money and acquired opportunities because of social media and if you’d like to discuss that more, I’m sure she–like me–would be interested in talking about that.

I hope if you’re ever in St. Louis you’ll stop in Favazza’s.

So now people KNOW about a big order – so what? How about GENERATING some big orders. There’s a magnitude of difference between the two actions.

ROI, people, ROI. This is not a Twitter economic success story by any measure, it’s just a tiny blip of P.R. Newby Social Media fans, PLEASE. A Twitter success for business = Twitter brings MONEY or ORDERS to the firm. Pure and simple.

You shouldn’t be “adoring” social media, anymore than you “adore” radio, tv, magazine ads, or direct mail. They all should be tool to bring you ROI. ROI is what you should “adore”. Please, businesses contact me to discuss how to deploy, measure and MAKE MONEY with social media, not just gossip about things with your friends.