Why Advertisers See Social Media as 'Experimental'

Despite the hype surrounding Twitter and Facebook, advertisers for the most part spend little on social media marketing, according to a new report by Forrester Research.
 
Forrester found that 75 percent of marketers have budgeted less than $100,000 for social media efforts over the next year. The firm concluded that social media has not yet entered the marketing mainstream, but is largely relegated to experimental budgets — despite the fact that social media marketing typically costs less than traditional ad programs.
 
Social media had yet to prove its impact, using accepted measurement standards, in moving customers through the...

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