Social Media Marketing… How much time does it really take?


I attended a Powered webinar, Social Marketing: This ROI is Too Good to Be True!, and two messages were clear:

  1. social media marketing is more about giving than receiving
  2. social media marketing doesn’t take a lot of financial resources, it takes a lot of human resources

Whether you’re a copywriter, marketer or outsourced marketing resource charged with social media, you quickly come to the conclusion that it takes a lot of time. How much time depends on the influence you’re trying to reach. So I conducted a poll on LinkedIn, and although it’s not statistically valid, it does show a trend.

Most marketers are spending 0-5 or 6-10 hours/week on social media (41% & 35% respectively), there were a number of marketers spending 16-20 and 21-25 hours/week (11% each). See graph of results.

Social media guru Chris Brogan admits that he doesn’t get much sleep and I can see why. But he’s puting out great content and is influential in social media … some say he’s even more influential than the potential Prime Minister of India!

So what does all this have to do with Integrated Marcom?

Integrating social media into your marcom mix is essential to your company’s success. However you have to plan to spend a lot of time on it. Time spent posting on other blogs, creating your own content, tweeting, managing a Facebook and bookmarking content. But the participants at today’s webinar agree that ROI is there eventhough it’s not as directly measurable as say a banner ad in terms of clicks and conversions. You’re looking for a lift in engagement… the sum total of interactions with your brand or company such as subscribers, followers, fans, diggs, etc.

One of the companies at today’s webinar, Hubspot, has a six-person shop and each of the six is responsible for one social media channel i.e. Facebook, LinkedIn, Twitter, etc. You could also hire out the social media, but that could be tricky if that person doesn’t know your brand or voice. You could also enlist the support of other innovators within your company such as innovative product managers who don’t mine putting in an extra hour a day to get the word out.

How do you integrate or plan to integrate social media into your marcom mix?

Related Posts:

» Just How Social Is B2B Social Media
» Why B2B Integrated Marcom Is Needed Now More than Ever
» A 47 Million Dollar B2B Social Media Success Story
» Do Your Marketing Communications Feel Like Marketing?
» Is B2B Marcom Creating Valuable Content?


One Response to “Social Media Marketing… How much time does it really take?”
  1. Michael Kelberer says:

    Hi Joan,
    You are so right that integrating social media into the mix requires a significant investment of time. Quality time. This gives lie to the often repeated “and social media costs so little.” I think it actually consumes a great deal of the one resources companies can often not replace: employee time.
    What I disagree with, therefore, is the blanket statement that social media is a must for every company’s marcom. Like SEO, some companies need it, some don’t. And considering the high price, I advise my clients to think twice before diving too deeply into that bottomless well.

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