Most Marketers Plan to Increase Social Media Spend This Year. Still Getting It Wrong.
by Ian Schafer on April 21, 2011
From a report/study in Mashable:
An overwhelming number of marketers consider social media to be integral to their strategies this year, and 70% plan to increase their social media budget by more than 10% this year, according to a poll from Effie Worldwide and Mashable.
The poll, given to a group of ad agency executives and marketers from firms such as Bank of America, Colgate-Palmolive and Mini USA, among others in February, also found that the primary social media goal is to increase Facebook “Likes.”
Read that last part again:
The poll, given to a group of ad agency executives and marketers from firms such as Bank of America, Colgate-Palmolive and Mini USA, among others in February, also found that the primary social media goal is to increase Facebook “Likes.”
Why make your key performance indicator (KPI) so far away from what you’re trying to get people to really do? Why not measure engagement and the real value that connections can yield? Why must advertisers continue to add, when they can multiply?
I recently vented on this topic at Mediabistro’s SOCIALIZE (presentation is here).
What do you think? Should we continue to chase likes? What should we be measuring within social media?
About the author
Ian Schafer, CEO and Founder of Deep Focus (a part of Engine USA), is one of advertising’s most influential voices in interactive marketing and social media. Prior to founding Deep Focus in 2002, Ian was Vice President of the New Media division of Miramax Films.
Deep Focus is an award-winning engagement, social media and innovation agency boasting a client roster that includes brands such as AMC, Microsoft, Sony, Diageo, WellPoint, MoMA, and Nintendo. Deep Focus is a part of Engine USA.
Under Ian’s guidance, Deep Focus has been lauded for its expertise and excellence at using digital media, technology, creative, and communications strategies to create engaging, value-driven experiences that get people talking. The Emmy®-nominated firm has been responsible for many memorable, award-winning efforts over the years including 2009’s MadMenYourself.com, and has been the recipient of numerous distinctions, including several Webby Awards and a Cannes Gold Lion.
Named a ‘Media Maven’ by Advertising Age and one of Adweek’s “Young Ones”, Ian has been featured in Wired, The New York Times, The Wall Street Journal, BusinessWeek, Adweek, Advertising Age, USA Today, New York Magazine, Variety, CNN, Fortune and The Hollywood Reporter. Ian also sits on the executive board of the Social Media Advertising Consortium.
From a report/study in Mashable:
