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Posted by Nate Elliott on September 19, 2011
European marketers are as excited about social media today as ever before. In fact, according to our annual survey, three-quarters of interactive marketers in Europe either already use social media or plan to use it by the end of 2011 – and they expect social media marketing to grow in effectiveness more than any other online or offline marketing channel in the coming years. But there’s a problem: European marketers still aren’t spending very much on social programs. In fact, a quarter of the marketers in our survey plan to spend less than €35,000 on social media this year – and many of the rest won’t spend much more than that. And most European marketers said they had no plans to increase their social media budget this year compared to last.
I think this lack of spending is both a symptom, and a cause, of problems inherent in how European marketers use social media:
From my point of view, better measurement is the way out of this circular problem. If we get better at measuring our social programs, two things will happen. First, when we fail we’ll be able to identify why – making us better, smarter, and more successful social media marketers. And second, when we then succeed we’ll be able to prove it – helping us justify larger budgets and greater resources.
What do you think? How do you prove the success of your social media programs – and how do you justify your social media marketing budget? I’d like to hear your thoughts in the comments below.