‘Harden’ Your Social Media Marketing ROI

‘Hard’ ROI is, of course, a flaming pleonasm. Why? Because there is no such thing as ‘soft’ ROI. ‘Soft’ ROI is an illusion. It’s like the mirage of a water-rich oasis in the middle of a scorching desert. All the ‘returns’ on engagement (roe), on objectives (roo), on interest, on influence together will never ever produce even an ounce of ROI. That’s because ROI means