I was talking to someone about ROI and seemingly put her on the spot by asking how she currently calculates the return on her many efforts. After a long pause, she said "revenue," the de facto anxiety-filled response that people feel compelled to give...
Why the anxiety? Because ROI has evolved to such a confusing concept. Usually people interested in ROI are more intent on figuring out what to measure-- the "health" or "vibrancy" of a community, or how "engaging" a blog is. Should we go ahead and officially blur these boundaries? Can the quality and efficacy of online interactions act as 'return' enough?
Where do things stand with appraisal of intangible assets in modern-day companies? Seems like there may be some good learnings there: there's no accepted standard for what certain things are worth, and even what should be measured (brand value, intellectual property, expertise), but annual reports are issued, reported book and stock values are available...
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