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Is Social Media Marketing Recession Proof?
By Brian Solis, blogger at  PR 2.0  and principal of FutureWorksPR, Co- Author Putting the Public Back in Public Relationsand Now Is Gone
SourceFueled by a combination of popularity, curiosity, necessity, strategy, and trendiness, marketersare embracing a new recipe that injects a proactive, social approach to outboundcommunications and engagement – with or without all of the answers before they jump in. Thisapproach, while courageous, has required faith, conviction, and champions who didn’tnecessarily have access to metrics and case studies at the SMB and enterprise level. Many of the most and also least effective campaigns were implemented as a way of learning. As we allknow, some Social Media campaigns have excelled while others have publicly flopped and
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
contributed to the cynicism and fear of embracing a transparent form of open and publicdialogue.While dollars evaporate from traditional budgets previously earmarked for advertising, publicrelations, events, and other ROI elusive programs, the general sentiment seems to recognizeSocial Media as a cost efficient experiment for maintaining visibility without falling completely off the radar screens of potential customers, stakeholders, and influencers.Forrester'sJeremiah Owyangrecently published a report that showcased business-to-businessorganizations were ready to increase marketing spending, especially in a market downturn.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
His question was direct and the answers were incredibly telling, “Assuming that the economy isin recession in the next six months, how would you change your investment in social mediaoverall?”Credit: Jeremiah Owyang, Forrester via Flickr Only 5% responded that they would decrease spending, which tells me that a minority of companies polled was practicing social media using questionable methods that didn’t make animpact. 42% would stay the same, which isn’t necessarily revealing how companies arepracticing social media, if at all, compared to traditional efforts. Perhaps most staggering,however, is that a massive 53% intended to increase their investment during a recession.I wonder if companies are embracing social media because they believe that communities canbenefit from their direct participation and associated experience, or rather because social mediais viewed as a lower cost alternative to traditional marketing and advertising.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
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