ROI on social media is just like a relationship. You need to connect with each other, create a great feeling, communicate when it goes wrong and control the situation when the other is getting insecure about the relationship. Like a relationship, with social media you don’t know what the impact is of your effort. You don’t get direct results and no one can tell you if it’s going to work. In the past you got married, you had direct result. Times are changing. The only thing you can do is measure. Measure by looking at the little things: Does the other LIKE what you do or MENTION you when they are with others? How does the customer react? What is the customer doing? Does the person think about me, about my brand. If they don’t feel well, how can you make the situation better? Working on a long term relationship, so that the end of the day you are still together: you and your customer. How? By listening, just like in a relationship.
