How to Get Your Money's Worth from Social Media Campaigns

Return on investment (ROI) is something every businessperson should ask about the various aspects of their business, from accounting to legal and customer service to marketing. Marketing consultants or agencies should be prepared to answer the question, even if the actual, numerical answer is not easily predictable.

When your consultant is instead talking about "building your brand" and seems to avoid the ROI question—remember, you may have to ask—he or she likely doesn't have the requisite experience in working with businesses and brands that are bottom-line focused.