96% of Marketers Increasing Social Spend

Fully 96 percent of World Federation of Advertisers members polled recently are spending more time and money on social media. However, half of them admitted to being unsure of the likely return on that investment and nine percent believe the outcome will be "poor."

The attraction of social media often seems to be that it can be done without spending much money. But nearly always, organizations find that it takes far more time than originally anticipated. Just nine percent found their social activities took less time and cost less than expected.

Some 27 percent of those who have increased their social media efforts have found running fan pages takes more time and money than they had anticipated. The payoff is additional insight and increased loyalty (85 percent agreed), and the opportunity to increase advocacy (80 percent).

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Marketers to increase social media budgets, despite lack of measurability - Social Marketing - BizReport