Whether you are measuring, budgeting or justifying additional resources for your social media efforts, consider missed opportunities as a starting point. It’s not how much you have accomplished or how much you have invested already, but how much you are missing that makes for a more compelling argument in support of a robust social media program.

The premise is simple: each time your organization is being talked about or addressed directly, it presents a potential opportunity for a meaningful response that can spur engagement. If the conversation occurs on your company’s blog, Facebook page or includes your Twitter handle, there’s simply no excuse for not continuing it. Nonetheless, what’s typical for most brands engaged in the space is this:

The chart above is based on much of the work we do in terms of social media measurement. The hard-earned commentary to laborious blog posts, Facebook updates and constant tweeting go unanswered more often than not. The reasons vary but usually are due to the lack of resources, tools and processes that facilitate timely response from appropriate experts within an organization.

Social media is no different from “real life.” We try to answer questions when someone asks. We pick up a phone when someone calls. We eventually respond to emails. Not every inquiry merits a reaction, but every one-on-one interaction with your brand advocate or critic is an opportunity. Few would disagree with that.

The question is how much you are missing? Do the math and see where you end up. I haven’t come across one brand out there that uses more opportunities than it misses. Even if there is one, will it still hold true next month or next year? What’s your game plan for scaling your social media efforts for growth?