Just about every day, a new potential client calls or emails
asking how quickly we can build followers for them on Twitter or when they can
expect sales from their social media efforts. Most are not immediately impressed when I tell them it will
generally take between six and twelve months to see results, as long as things
are done correctly from the beginning and tracked properly.

I thought it would be helpful to refer to Oliver Blanchard’s
Basics of Social Media ROI to shed
some light on what goes into making social media work. Not only do I love the format of the
presentation, but also it explains perfectly what a brand should consider
before moving forward on an investment into social media. Just like anything else you invest in,
a return should be expected within a reasonable period of time. Here’s a closer look at how ROI should
be viewed with regard to social media: