If you're implementing a social media strategy for your business, it's important to give it time to fully develop and measure its success. Jumping to conclusions too quickly can result in premature judgments and potentially missed opportunities. To expect paid media results in one month is completely unrealistic. Oftentimes, advertisers shut down a campaign too early and miss the benefits of a full-length paid media campaign. That's why it's recommended to wait at least four months before evaluating the success of your social media strategy - if you can’t commit to four months then you should invest your money elsewhere.