socialmedian: Is social media worth your marketing dollars?

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Is social media worth your marketing dollars?

Source: VentureBeat

Sep 03, 2009

Summary

As social media has reached mainstream consciousness this year, businesses have been inundated with the message that they must immediately get on board or risk doom and calamity. The hyperbole (and the frenzied buzz it creates) is confusing and many businesses could use a practical guide on how to evaluate social media and how to engage - if it’s appropriate.

It’s amusing to think that “Word of Mouth” marketing (which, essentially, is what Facebook, Twitter and other social media sites are) is a new phenomenon. Back in the day of low technology and small town America, the only way to pass information was by word of mouth. Neighbors depended on each other for news, including, one can imagine, new products on sale at the local market.

Social communication by “word of mouth” is a fundamental human characteristic and taking advantage of that is fundamental to all marketing because (let’s face it) consumer to consumer (C2C) communication is free.

So the first benefit of using social media in your marketing efforts (and the first thing to keep in mind) is that social

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