ROI, I Love You, But…

July 9, 2010

Broken Heart of Social Media

This could have been my love letter to ROI.  But it’s not. I’m frustrated. ROI, you can do better and I want to lay out a basic outline of how.

Social Media Bonanza

If you’re not familiar with ROI, this organization is focused around an annual global summit of young Jewish innovators. It is supported by a PR company that does advance media, a blog, a Facebook page, a YouTube channel, a Flickr account, and a Twitter feed as well as hashtag– all linked here.

So what could I possibly be complaining about? They have all their bases covered, right?

Well, no. I don’t think they fully practice what they preach– and I’m saying this as a 2009 ROI fellow as well as someone who has been in contact with ROI offering them my support on numerous occasions with regard to social media and web content. I’m saying this out of love: ROI, you can do better.

What’s the Problem, Exactly?

The two primary problems I identify are as follows:

  • There’s a disconnect between the Summit and the rest of the year, and
  • A disconnect between those actively participating in the Summit and those on the outside

With all the excitement generated for the Summit, there’s no carry through for those who aren’t participating. The ROI blog is updated minimally and there don’t seem to be many blog posts coming from participants– which makes sense because they’re really, really busy.

The primary way to follow the Summit is via ROI’s hashtag, which is #roicom. But how much can you really say in 152 characters? Well, I believe that you can get your point across quite effectively, but it has to be a concerted effort: not just comments but actual commentary.

— Now you have an idea of the problem. Keep reading to hear the solution. —

Read the rest of this entry »

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