# Tools aren't broken the mechanics are - The Social Marathon

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=ZAp2YSRiTFw
- **Дата:** 03.01.2014
- **Длительность:** 1:33
- **Просмотры:** 9,227
- **Источник:** https://ekstraktznaniy.ru/video/19880

## Описание

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I think social media and social networks are in a very funny spot right now. We are five to six years in, so it’s mature enough now that people are actually putting in an effort and money into it. Now we start getting into the real question which is the return on investment really worth it? What's really happening is these social network platforms are so different than anything that we've ever come from. This is what I see, I see everybody starting to become cynical about a lot of these social media networks, but what’s really happening is the marketing tools are not broken, the marketing mechanics are broken. 

For example the business return on investment of a piano for Keith and I is 0, but the return on investment of books for us has been phenomenal; even though the return on investment for a piano does not benefit us the return on investment for a piano was was a good for Elton John and Billy Joel. The return on investment is predicated on how you use the tool. In theory a bask

## Транскрипт

### Segment 1 (00:00 - 01:00) []

listen I think social networks right now are in a very funny spot we're five to six years in so it's mature enough now that people are actually putting effort and money into it so now we start getting into the real questions of Roi is this really worth it and what's really happening is these platforms are so different than anything that we've ever come from that I see here's what I see everybody starting to become cynical about a lot of these platforms when what I see is the tools not broken the mechanics are broken right that you know the ROI of a piano for Keith and I is zero the ROI of books for us has been phenomenal the ROI of a piano for Elton John and Billy Joel was quite a bit so the ROI is predicated on how you use the tool you know in theory a basketball is broken to me as a money-making proposition it wasn't for LeBron right so social networks work but we are coming off this is the single most important point that I did not make in the book we Are coming from a digital world where things were actually quite scalable and automated banner ads search engine optimization email marketing these things actually were quite automated social ironically is very heavy human very heavy touch very long-term we came from sprinting and we're going to a marathon and most of us aren't trained for this Marathon I'm going to come back in look there's so many