It does come down to business yes, and anyone who goes into Social Media blindfolded is wasting his or her time.

Mitch Joel wrote a brilliant post 2 days ago titled “There Is Nothing Wrong With Making Money” – and here is an excerpt:

“Yes, the new digital channels are primed for those who are looking to connect, communicate and engage in conversations, but if there is no benefit in the end, then all is lost. For some, that end benefit will be dollars in the bank, for others it will be social capital (check out Tara Hunt’s amazing book, The Whuffie Factor, for more on that), for some it will be the growth of their personal brand (which in turn will help them create ventures in other channels for monetary gain), and others do it simply as a way to stay connected and learn from more people.”

You can read the complete post here: http://www.twistimage.com/blog/archives/there-is-nothing-wrong-with-making-money/.

It still comes down to business. It’s tough to get a business to spend any money, effort, time without some measure of ROI. It doesn’t have to be always clear cut but at least some measure.