Social media advertising and other promotional spending is expected to exceed paid search spending in 2012, according to a recent report by Borrell Associates. This finding was based on the growing acceptance of social media, along with doubt about paid search and the fact that social media marketing was just behind paid search for small businesses in 2011. SearchEngineLand.com recently examined this social surge.
The report clearly indicated the growing demand for social media marketing among small businesses. Unfortunately, it did not address the surprising lack of knowledge and skill often seen in the social media efforts of those small businesses. The report also examined the way that small businesses measure social media ROI. Interestingly, their main metric was their number of new customers, followed by their amount of followers.
Given the continued popularity of social media among consumers, higher social media spending appears to be a worthwhile move for small businesses looking to connect with consumers in the online arena.
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