Totally. Social media is certainly an important tool for marketers to consider but it has been over-represented in the marketing media. My research suggests that it occupies between 50% and 60% of all media articles on marketing, and yet accounts for less than 10% of total marketing investment. It’s also far too positively assessed by marketers when, in reality, it lacks reach and impact in many cases.
None of this means that a marketer should not consider social as part of their mix, of course they should. But if they start their planning with a pre-allocated budget for social media or for digital marketing in general they are making a massive error. Treat all the channels from social to search to TV to outdoor with equal critical objectivity. Right now social media is getting too much money and too much of an easy ride.
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