Lena L. West · Social Media Expert

What’s the secret to getting a big return on your social media marketing plan? Focus on your investment.
Recently, I spoke at a conference on a panel titled, “How to Measure Social Media ROI.” One of the things I noticed, both at this conference and in my career, is that everyone is fixated on the return part of the ROI equation, but nobody wants to talk about the investment. When it comes to collecting the return, we’re ready to roll out the red carpet, but what about the investment that makes the return possible? What are you willing to invest to get the return you say you wa…