The free lunch is over. That’s the blunt conclusion of a number of research companies who say that over the next 12 months, companies are going to increase their spending on social networks.
The truth is that there’s been a decline in the reach and engagement to users via such methods as posting on Facebook, Twitter and LinkedIn.
In one recent high level survey, over 80% of senior executives said that over the next 12 months they were planning paid-for social advertising campaigns. And of that 80%, half were starting to plan advertising campaigns for the first time.
To achieve success with social marketing, there has to be a paid element;
Paid advertising on social networks allows greater use of measurement metrics;
Detailed metrics result in a more effective use of budget;
As well as advertising, companies are asking their employees to post corporate content on their own personal and professional networks.
Yet the trend towards advertising campaigns, as opposed to ‘free’ campaigns on social media networks, is presenting companies with a problem of resource.