To get the most out of social media for you and your business, you need to be clear about what you want to achieve. Is your aim to generate leads? Increase sales? Build brand awareness? Or perhaps you want to create some provoking thought-leadership content? Whatever your aims, it's important to identify them early on and put in the necessary research. Be realistic as well, Rome wan't built in a day, and neither will your social empire, but by setting relevant time frames and expectations, you can get there.
Social media can make a huge difference in your overall marketing tactics and there are many articles online explaining how to work out the ROI (Return on Investment) with social media (Measuring the ROI of your social media campaign). Before you can start working out the ROI of your social media efforts, you need to know what you want to achieve with your campaign. It’s also vital to understand that social media is not a one time event. It is a long-term commitment to get the best results and to truly add value to your brand.