To get a return you need to invest

I hear about return on investment quite a lot when it comes to social media. Businesses want to know what the return on investment is for using social media, but it’s a hard question to answer if they haven’t even invested the time or effort, the investment, in social media. And of course they may ask, “We;ll tell us how other businesses have done?” It’s a good question to ask, but ultimately looking at how other businesses performs using social media can only reveal so much, especially when the reality of social media is based in large part on the relationships you build with the people you are interacting with.

The ROI happens when you invest and you’ve spent some time actually using social media consistently. If you use it inconsistently the ROI will actually be inconsistent as well. This is true not just for social media, but business in general. You don’t get a return unless you are willing to invest and then then the return you get is usually measureable to the investment you put in.

ROI is bottom line thinking. And yes businesses need to think of the bottom line. But they also need to recognize that to get to the bottom line actions need to occur, processes need to happen, and relationships need to be built. Without all of that, no bottom line can be achieved…or rather the bottom line will be in the red.

Don’t just think of the bottom line. Think of everything that has to occur to get to the bottom line. Think of the process, the actions, the details, how you will get to that bottom line. If you want a specific bottom line think of what you need to invest to get there. Return can only happen when you’ve planned out what you will do to get that return! This applies to all areas of business, and it also applies to social media

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