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21/12/2013 by

How Brands Staff And Budget Their Social Media (Infographic)

As social media is becoming mainstream, more brands are contributing both staff and budget to influence their social media initiatives. CMO’s get your insights and benchmarks in this story.

How Brands Staff And Budget Their Social Media (Infographic)

Photo via Shutterstock.

Some of the topics that will be covered in this story?

• What percentage of companies have 50+ employees involved in their social media?
• Which industries and departments have the highest and lowest social marketing budgets?
• Who has the most influence over social initiatives—marketing, PR or sales?

The State of Social: Infographic for CMO’s

One thing I have learned working with global CMO’s at Nike, Unilever, Ford etc: They like benchmarks. In this context I rated this infographic by Google Wildfire very useful.

How Brands Staff And Budget Their Social Media (Infographic) - by

Some key take-outs or tweetables?

• 98% of retail companies use marketing & pr to shape their social strategies
• 65.5% of $1 Billion+ companies mix agencies and in-house staff for social programs
• 67.6% say their social media budgets will rise in 2014 and beyond

Another intersting infographic for CMO’s from Wildfire? Try 6 best practices for social media success.

My Opinion

I think this infographic is filled with important intel, actionable insights and is offering CMO’s the tangible benchmarks to be more excellent in social media marketing next year.

From a brand marketer’s point of view, I also hope that social companies are going to build the bridges between the old and new world.

Many social media monitoring firms do not yet offer Social NPS in their reporting. That’s what’s needed for so many brands.

Also social and buzz monitoring dashboards should include a media spending module, because buzz and mentions are also related to media pressure and power.

And there are many other things that could be improved at social firms. How can I be so sure about the improvements?

I launched my social marketing agency in 2006 and sold it to WPP in 2008. In 2011 and 2012 I worked as global chief social officer for WPP with powerhouse global CMO’s.

In this role I have heard many very sane CMO statements on this topic. Spot on and very actionable feedback to the social firms. Sometimes frustration about the lack of empathy or lack of organizational sensitivity.

Building bridges is what I hope for social marketing in 2014. Closing the gap in metrics, and closing the gap between the offline and online worlds.

So social agencies and technology providers: There is indeed plenty of room for improvement from your side.

So our related stories below for more social infographics.

What About You?
What would be your perfect social media setting for your brand? Share your ideas.

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About the Author
Igor Beuker is an acclaimed trendwatcher & pro speaker, serial entrepreneur, marketing consultant and board member at several disruptive media, technology and entertainment firms. Book Igor as keynote speaker, follow Igor on Twitter or contact him via LinkedIn.

Source: Wildfire.


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