Measuring return on involvement

return on involvement is predicted to be a new factor on the web instead of " Return on Internet Investment"

why is that ?. And how do you measure involvement ?

how do you optimize it and how come it's gonna be the new factor instead of the "OLD" "return on internet investment" ?

I just think it would be a great subject that I would like to cover, also since the subject for this years reboot is "free"... =).

How do you teach companies to involve themselves elsewhere than in their own backyard and using other stuff than their own content and data ?

If you like the subject, I promise I will write more on my thoughts about it in here =)