“For those who are measuring it, social media is showing positive ROI. Based on the survey results, The overall average ROI reported by CMOs who are measuring it is 95 percent. One-quarter said they have achieved 100 percent ROI. Higher percentages were reported, too. Twelve percent said they have achieved 200 percent ROI; two percent reported 1,000 percent ROI.”

- Lisa Arthur, “Study: Marketers Reporting Social Media ROI of 100, 200, Even 1,000 Percent” from Forbes.

Social media is growing up. From today’s LinkedIn IPO to the nearly global acceptance of Twitter and Facebook as the most popular places to spend time online, social has gone a long way from being a series of shiny objects to standing as a solid center of attention in the online marketing space.

Marketing Sherpa recently released its 2011 Social Marketing Benchmark Report. In stark contrast to even two years ago (when CMOs reported almost no ROI across the board for social), the average return on social investment for over 3K+ business-to-business and business-to-consumer marketers was just below 100%.

It’s easy to conclude, with some certainty, that the brands experiencing these sky-high ROI from their social media have a robust, long-term strategy that makes sense for their brands. In fact, many are likely the same ones who reported almost no ROI two years ago. Their dedication to the medium, stemming from the increase in users on those channels, has paid off.

The illusion of social has always been that “anyone can do it.” The sentiment that social is quick and easy experiences the same pitfalls as any marketing strategy that promises results based on fast, minimal effort. Instead, it is the long-term, consistent, customer-savvy efforts that will yield the best results.

Social media is here to stay. If they want to see positive ROI, a brand’s strategies should follow suit with a responsible, long-term focus.