If I follow your logic, you are encouraging recruiters to not even try to replicate a successful sm recruitment process if someone has already done it before them. Don’t bother attempting to measure and benchmark. Don’t set goals and objectives.  Your premise is so defeatist and self-serving. It’s the complete opposite of what we should be encouraging leaders in recruitment to do.

I get it. The possibility of failure can be scary and many people don’t want to own that. I would tell you and your readers to get over that and accept that you may fail along the way but you’ll learn from it and your processes (and results) will improve. Perhaps it’s human nature that people want to find an easy excuse to lay down and quit as opposed to putting in the effort to make something work. And admittedly it does take considerable effort.  It’s easier for many people to casually dismiss than to actually test and try and optimize.

I would counter that if you measure, you can analyze, and if you can analyze, you can optimize. Through accurate measurement you can determine the true ROI of your social media recruitment efforts and invest your time and resources to it appropriately regardless of scale. How else could you determine its success?