Why ‘return on relationship’ might trump ‘return on investment’

“ROI (return on investment) is incredibly important whenever investing, but companies have to start looking at ROR — return on relationship — when planning, strategizing, and, most importantly, evaluating social marketing,”  writes Ted Rubin, chief social marketing officer at OpenSky. Rubin cites Zappos and Amazon as prime examples of companies that understand the power of ROR. What do you think? Should the conversation move from ROI to ROR?—Matthew Royse