If social media is not delivering the return on investment (ROI) you
expect, the problem isn’t the social networks. Just as a blog won’t make
money if it isn’t monetized, you can’t expect social media to generate
income for you unless you are using it to drive leads and sales.
Following many people or tweeting great content can get you
followers, but what you need is to turn those followers into leads. This
can be done manually, but only if you are wise about whom you followed
in the first place.
Don’t fall into the trap of just wanting tens of thousands of
followers. While this is useful for influencers, even they focus on
followers interested in their particular topic or niche. If you operate a
local business, you want to follow people in your geo-targeted area.
For your business, you want to follow almost exclusively only the
people who are interested in the products or services you offer. This is
done by searching for people by their location, titles, what hashtags
they use, what Twitter chats they participate in, and what they share.
But that is only the first step. To turn a follower into a customer
or client requires building a relationship by interacting with them.
Most small businesses fail to do this because they don’t want to invest
that much time in social media not knowing for certain there will be a
Read more: http://growmap.com/twitter-social-leads/