Social Media May Be Cheap to Execute, but It Takes Money and Manpower to Implement Properly in Your Company
As marketers contemplate stepping into the social-media sphere — yes, there still are some holdouts — many ask the question, “How much will it cost?” The more appropriate question they should be asking themselves is this: “What will it do to my organization?”
Although few CMOs will admit this, social media costs less to execute on a per-impression basis than TV, print and radio. But the organizational cost — both the number of people needed to execute these programs and the changes to corporate culture — can be significant.
Read the entire article at AdAge.