From eMarketer:
In November 2009, MarketingSherpa surveyed US marketers about their stage in the social media life cycle; a plurality were still in the transition phase. But a substantial percentage had progressed to using social media strategically in their research, objectives and actions. That entailed having a formal process that was routinely performed for social campaigns.
Paul Verna, eMarketer senior analyst, said in the report “Five Reasons Why Marketers Need to Have a Social Media Strategy” that marketers often neglect an integrated strategy because of the perception that social media is easy and cheap to do. But much of the real cost of social campaigns is in the people-hours spent fostering and maintaining social conversations.
According to data from eROI nd eMarketing & eCommerce (eM+C), US marketers spent 13% of their online marketing time on social media in 2009, the second-largest share of any tactic.
@TimCohn | Author Tim Cohn's Blog 