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Entertain or Educate – which social media strategy is best? Borat Vs. Kazakhstan Entertain or Educate – which social media strategy is best?
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How much money of your marketing spend should you devote to social media?
 
 The key insight into social media is that its not just another channel.It has changed behaviour.So to be successful at your marketing you need to understand your brand in a different world.How much should you spend? Far less because its far cheaper, but far more important. 
Walter, Pike, PiKE | New Marketing - April 6, 2010
 
 The marketing spend in social media depends, among other things, on your product, your market target and your ability to follow-up the campaigns in the social media. If you choose to use social media, you need to engage in it fully. Meaning that you will need to have the time and knowledge to respond, interact and maintain the relation that you create with the audience in the social media. If you are a company with a small marketing team and very limited budget, the social media might be too time consuming and can cause the opposite effect than the one you aimed for. Once you have opened a line of communication, the audience will expect you to follow-up closely. This demands not only time, also good knowledge in the media type, the specific brand and the company that you are working at. The social media can be an arena to build brand knowledge and awareness, but maybe it's not the most efficient channel to boost your sales? And will social media have a long term effect on your brand? 
Merete W. Haugaa, Marketing Manager, Hennig-Olsen Is A/S - April 6, 2010
 
 Great comment Merete! One point I would add is that your social media efforts will have limited success if you approach it purely as a marketing channel. Expanding the term "budget"to resources, you should organize your social media resources should also include other constituencies in your organization such as client services, technical support etc. to contribute to the social media effort.. 
Devendra Shrikhande, Partner, SaffronFusion - April 6, 2010
 
 Understanding your brand in a new world has many implications. Brand personality is far more important than ever before. Prior to social media, brand personality was created for the tone and feel of the advertising and that was very controlled in the marketplace. With social media, brand personality is much less controlled so it must be much more genuine and live within an organization. 
Dave Morawski, Director Branding - April 6, 2010
 
 Right now, I think it depends...on where you will find your target audience, your ability to educate yourself and focus time on social media, as well as the resources available.That's why it's important for any brand to do their research. I believe social media marketing will become increasingly important for all businesses as we move forward. We can't help but look to it as a critical component of our strategy to create brand awareness and build relationships. Otherwise, a brand could be left in the dust! 
Carol Chapman, Principal, The Brand Ascension Group - April 6, 2010
 
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