By Gail Z. Martin

What should I expect in the first 3/6/12/24 months of engagement with social media – responders, “leads” and ROI?

Social media is about meeting new people and building relationships, not hitting the lottery, so it’s the same expectations as you’d have if you joined a new, in-person networking group in your local city.  You might get lucky and land a new client on your very first luncheon meeting, but it’s more likely that you’ll spend some time getting to know people, having conversations, probing for future needs, and staying in touch to nurture prospects who aren’t ready to commit.  On social media, you’ll have the opportunity to meet and get to know people you probably otherwise would never cross paths with.  Some may have an immediate need, but most will need to be nurtured before they become clients.  Remember that it takes 7 to 30 touches to turn a prospect into a client.  Social media helps you make those “touches” in a variety of ways through a number of platforms, which is a lot less annoying that repeated emails, junk mail or phone solicitations.  Leads will arise out of the conversations you have, as they do in the real world.  Some will turn into clients, most won’t—just like in the offline reality.  When your are factoring ROI, realize that in addition to the » Read more: Q & A: Setting Social Media Expectations For Your New Business