When it comes to using any form of social media services to promote your business, it is always a good idea to think in terms of building social capital that will generate flows of returns over a long period of time.
It’s important to understand this because many marketers treat social media sites like pay-per-click (PPC) advertising services. That is—they expect to see returns immediately after creating an account on Facebook or Twitter.
In reality, using social media sites correctly requires that you build up a large following over a long period of time. You can think of these networks in the way that you are building a form of capital. Once sufficiently large, you can begin to use it to bring in additional members (without actively marketing) and additional customers.
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