It appears that many businesses are willing to take that risk and increase their marketing spend on social media advertising even though the ROI is not as cut and dry as say, e-mail marketing. Website Magazine recently shared a report of digital marketing budgets in “Are Businesses Drinking the Social Media Kool-Aid?” that revealed 70% plan to up their spending on social media in 2010 but only 19% considered the ability to measure results for these mediums to be good. In contrast, over 50% consider the measurability to be good on email marketing channels. Is the ROI really that hard to measure or are they looking at it on its own and not in conjunction with their existing messages and strategies? The real benefit of social media is providing a consistent message and adding value to your core marketing.

Melody K. Smith, February 21, 2010

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