When I read posts such as the one by Thomas Baekdal I get seriously concerned. Especially when I look at how many shares it has got on Twitter and the lack of criticism in the comments of the post. The main problem is that most of these writers cannot determine the difference of consumption and investments.
The gain from an investment needs to be determined by the person making the investment. When you make your online marketing plan, or your online customer relations plan, or your online investor relations plan or your main online communications plan, then you need to set goals. Those goals need to be broken down into KPIs and measurable success events.
You need to think. What do you need to get the Gain you want? Then you need to look at what gives you that Gain. If you don’t know, hire a consultant that do. This differs between sectors and product. If you want this Gain to be the return of an investment you also need to have the ambition that it will grow over time.