What is Gripit ROI? Read this excerpt from Chapter 1 to learn a why you should think of ‘ROI’ in a new way.

Your Real Return on Investment – From New Media and This Book

I will teach you what’s really important in achieving new media success: reactions not engagement. In business, ROI traditionally stands for “return on investment.” But when it comes to new media, ROI stands for “reactions of interest.” Or, more appropriately, what I dub “Gripit ROI,” which means “Genuine Repeatable Identifiable Purposeful Individual Touch Reactions of Interest.” I’ll address these “repeatable actions” in Chapter 3 as well as the unique reactions you’ll get from your audience on each social network.

Focusing on only engagement with your new media audience is a mistake – a mistake that a large majority of

entrepreneurs and nonprofits make that we’ll teach you how to avoid. Engagement should not be your focus; rather, engagement is just the driver that, ideally, triggers the reactions you want. You can, for example, obtain all of the “likes” in the world for a status update on Facebook, but if your audience takes no action on that update, little if any good has been accomplished.

After I discuss the value of reactions over engagement, I’ll delve into what I call the “pillars” of new media: strategy, content and traffic. This means that new media success requires a strategic approach, great content, and the right audience viewing your new media traffic.