When your brand is using social media effectively, you will be building an audience who are likely to become leads or prospects and likely to promote your brand to other prospects.
Every person who works in marketing should have a tattoo that reads "People do business with people they know like and trust". If your marketing is not intentionally and predictably making your brand more known, liked, and trusted it is ineffective.
If nothing else, social media is a channel for your brand to become more known, liked and trusted. This is not the same as a predictable ROI, but it is a mindset that will lead you to a predictable ROI. A predictable ROI means that you have a social media campaign that effectively makes your brand more known, liked, and trusted AND it includes ways for your audience to become prospects.
Here are some ways that social media brands use social media effectively to convert audience members into business prospects:
Social Media has an ROI if you are consistently growing an audience of people who know like and trust your brand. To convert that audience into a measurable and predictable ROI, you will need to have conversion tools like off-platforms offers, email subscriptions, and in-person events.