One of the major push backs I get surrounding twitter use for business involves the idea of ROI. It’s a genuine concern and something that can feel very hard to measure for most businesses. It’s rare when someone can effectively attract followers and blatantly sell something to that at the same time. In most social media settings it just doesn’t work that way. The objective is to simply create enough engagement that people want to find out more on their own. While that’s a great long term objective, it can be a little hard to track.
One of the approaches I preach is to think about you tweeting activities, and subsequent payoffs, in an expanded way. Sure, you want to get more business, but I find that getting better ideas, testing messages and doing all manner of research with my tweets provides tangible ROI for my business as well. A large percentage of my tweets are positioned to intentionally test ideas and trends for use in other ways. I’m still providing engaging information, but in a strategic way – that’s how you need to think about your activity in any social media setting to get immediate and long term ROI.