Chapter 8, “Marketing Investments on the Rise for Social Business Initiatives,” discusses the recent trend of businesses allocating marketing dollars to social media budgets, both internally and externally.
The chapter cites several research studies from eMarketer, MarketingSherpa, Econsultancy, ExactTarget, Meltwater, StrongMail, Zoomerang, and Alterian as it relates to 2011 predictions and insights into social media budgets within the organization.
The chapter also highlights data from the Altimeter Group as to which job functions and social media initiatives the budget dollars are getting allocated to. The chapter concludes with a framework that organizations can use to determine budgets internally and to develop buy in and support from senior management.
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