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Social media marketers have heard this question before: What’s the ROI of social media?

The best answer is actually a follow-up question: As Gary Vaynerchuk once said, “What’s the ROI of your mother?”

Vaynerchuk’s intention was to highlight that social media is a lot like relationships you have with your family and friends. It’s tough to pinpoint a singular action that your parents committed which directly resulted in you having some sort of personal growth or success. Instead, it’s a series of actions over time that creates that impact.

The same can be said about social media. It isn’t one tweet, Instagram post, or Facebook status update that is going to lead to direct ROI. It’s the culmination of building a following, creating engaging content, and connecting with your customers over months and years…

How Social Media Marketing Stacks Up Against Traditional Advertising