I had a long discussion this week with an analyst trying to figure out how companies should be budgeting for their social media marketing efforts.
It's always frustrating trying to answer a question like this because of course there is no cookie-cutter answer. A marketing strategy "” and the appropriate budget "” is going to be determined by your organization's goals and the competitive structure of your industry.
However, to optimize the opportunities behind a social media effort, I do believe organizations need to commit to budgeting in a consistent and patient way.
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