In today's business model, most every decision revolves around ROI (Return On Investment). It would not make sense to spend money and time for any aspect of your business if the return is less than the initial investment. ROI is at the core of every business decision even if smaller businesses or mom and pop shops don't initially approach their business decisions with ROI in mind.
When businesses start to become more ROI cognizant with their decisions, they often start to trim off the unnecessary elements of their business. Cutting programs and decisions that are sucking up time and resources makes complete sense. Unfortunately, many social media programs are neglected or completely abandoned because a brand cannot distinguish a proper ROI in a sea of reports and analytics.