×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

What is your social value formula?

By Published on .

Marketers say they understand that social media has value for their companies, observes John Bell on the Digital Influence Mapping Project blog. But Bell also cites findings showing that social spending accounts for less than 1% of an average marketing budget. What marketers may be missing is that social media, once just an experiment, is now experiencing an imperative to leverage and interpret best-practice customer engagement. What's an optimal social slice of the marketing budget? Bell says companies should point to a three-year goal of 18% of total marcom expenditures.
READ MORE
Most Popular
In this article: