Interesting statistic out of a recent study - article below - that 84% of marketers are shifting some of their direct marketing budget to social media.

Sure - it's easy to jump on the craze of social networking. It's red-hot and your audience is there right now. But ultimately, how responsive is it really?

Undoubtedly, your exposure is dead-on as is the overall spend since social is low-cost right now. But given marketers are taking budget from a truly response-driven media outlet like direct marketing - my concern is if they're giving up response for popularity.

The name of the game in any business is return-on-investment. Social Networking will be no exception - should the responsiveness not be there. It's definitely worth a try - but I'd also caution marketers to not go too far from what's working. After all, getting results - no popularity - is why your employer is able to keep you employed.

84% of Marketers to Shift Portion of Direct Marketing Budgets to Social Media
http://www.marketingpilgrim.com/2010/01/84-of-marketers-to-shift-portion-of-direct-marketing-budgets-to-social-media.html

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