Brand Marketers Adopting Social Media in Droves?

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eMarketer released a report from Eqaution Research detailing how brand marketers are coming around to social media - in a big way. The report states that 59 percent are using social media today, but that number will grow to 82 percent within 12 months. However, this doesn't mean every campaign needs to include Facebook. More and more, the notion of "social media" is coming to encompass more corners of the Web - blogs and videos are considered social media, according to the report. In fact, when just about anything can be shared, isn't it all a form of social media? If you e-mail content of a blog post to some clients, did you just engage in social media?

Also interesting about the study is that brand marketers are committing to social media even though they haven't yet figured out a way to effetively measure its success. A full 37 percent of those surveyed for the study reported not being able to measure social media. The study also cites this lack of effective measurement as a top barrier to entering the medium.

It is important to note that brand marketers are engaging in this activity and that more plan to do so in the future. Social media is here to stay. But it's also important to clearly define social media before presenting it as a solution to your marketing challenges. The third biggest barrier to social media adoption was lack of funding in the budget. Now, if a social media plan was presented as more of an "online marketing plan," it might be an easier sell to decision makers than telling them, "We need a Facebook budget ... OK?"

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