IT manufacturers and resellers have been looking into social media marketing, unsure of whether there’s an ROI case in it but understanding that eventually they’ll need to make the plunge. Well, an announcement by Dell yesterday shows that you should explore social media marketing … for all the right reasons.

Dell says that it has generated more than $6.5 million in sales via Twitter alone. The company’s broader social media presence – which includes Facebook, LinkedIn and YouTube – has more than 3 million members, according to Manish Mehta, vice president of social media and community for Dell.

Let’s be realistic: $6.5 million is a drop in the bucket for Dell. At the same time, social media is but one part of its overall marketing strategy. So, it looks as though the return Dell has generated is at least close to proportional.

So, we should all rush over to Twitter and get started, right?

Well, not quite yet. What Dell has done well is integrate its Twitter efforts into a broader sales and marketing effort. Specifically, Dell has used the strength of its brand to build the community. This can be a difficult proposition for IT resellers and manufacturers. A focus on demand generation means that “softer” initiatives such as brand management and high-level messaging often take a back seat to mailers and telemarketing.

If you want to launch a successful social media marketing effort, you’ll have to begin to think differently, at least in part. Invest in social media as a resource for your clients. Offer them information; make it worthwhile for them to visit your online presence. Every time they stop by, they are building the case to engage you when it’s time to make a purchase.

This is where you’ll find the IT industry – both manufacturers and resellers – conflicted. Tradeoffs between lead generation and brand initiatives must be made, and it’s easy to favor the former. But, in the coming social media marketing world, IT manufacturers and resellers will have to get on board, which means the development and communication of a brand strategy won’t be a choice taken only by progressive thinkers: it will be the price of admission.

The question that remains is when to get started. The social media space is already white hot, and all indicators point upward. But, it’s still early, and it will take times for this environment to maximize its potential. Keep in mind that developing and executing a brand strategy can take time, as well. Kick off your branding-and-social media initiative now, and you’ll be positioned well to drive sales from deep, targeted communities that reach high concentrations of IT decision-makers.