Many customers ask, how do we measure our ROI on our social media activities? This is a tough area, as social media is slow to yield a return. It can take months or more to build an effective social media campaign that yields positive results. But the most important rule of thumb here is don’t give up. Social media is a process, unlike an email blast campaign that gives you click-through rates seemingly instantly. Better, social media is the process by which you are building your expertise publicly.

When you are pressed for ROI metrics on your social media, look at inbound inquiries, conversion rates and sales numbers. These are all indicative of your social media campaign. While your social media campaign may not be the sole reason for a positive increase in these numbers, it surely is a contributor.

Remember, results don’t happen overnight. It takes time and effort to build an effective social media campaign. Don’t give up.