My advice is simple: Forget about Return on Investment; start thinking about Return on Engagement.
Will Deyamport gives good advice in a post about social media used simply to sell a product. I have been thinking the same thing about some (businesses, usually) who use social media, like twitter, in a very non-social way. A recent interview on CBC’s Spark also looked at the use of robot twitter accounts – I was somewhat dismayed at this ‘research’. Let’s keep social media … social .. for human interactions. What do you think?