Imagine the current economic context, when rumors about a scenario of economic recovery began to arrive with force, the Eastern crisis again put to the distrust and uncertainty among the first obstacles to attaining the reactivation of the economies. There are many SMEs who have succumbed to an economic crisis that began more than three years ago and whose analysis shows its true nature, a structural crisis that came to deliver us the manual what you should not do in economy. The current analysis of the situation of the business reports that more than 70% of SMEs have been launched to the world of social networks, in order to increase its sales figures and achieve optimize their marketing strategies and advertising with competitive costs and the scope of this group. Such has been the rise of new professional profiles on Facebook, the social network presented a few weeks ago its new FanPages and, in them, start-up of new utilities which allow the optimization tools from marketing companies, is the first priority. In addition, the reduced investment needed to have a presence associated with the brand on social networks, make these highly efficient platforms for consolidation of products, services, brand and the much needed increase or beginning construction an online reputation; which translates eventually into a more active presence and one larger volume of end customers, loyal and committed.

Comparatively with other media, social networks allow brands start with an optimal ROI on investment, which no doubt solves one of the main problems of enterprises today, lack of funding. SMEs today do not have access to financing and, if they want to capitalize on it, it can only hasten to stock markets, however, efficiency, impact and attract new customers through online marketing campaigns on social networks, virtually no initial investment has led to social networks to consolidate as great allies of SMEs and entrepreneurs. However, and despite the fact that SMEs have failed to establish the formulas that will enable them to quantify the results of their marketing strategies, mainly due to the social and horizontal nature of the model, this being one of the great challenges for this year 2011, if they have reached the conclusion that today, to be effective in an advertising campaign on social networks or online marketing strategyIt is necessary to perform measurements, tracking and devote time to achieve the goals envisaged in the campaigns, a time that must obviously be taken into account as an investment within the advertising items and marketing. If you are an SME and you are thinking of starting a social media marketing campaign to increase the presence of your brand and achieved positive results, should start wondering as you will measure the effectiveness of it?, what is your ROI?, both questions are essential and to find the answer, it must respond to the most important of them all; What are the objectives?