More research – this time by Aberdeen Group (Via eMarketer) – suggests that companies are increasing spend on social media marketing at a time when marketing budgets are being cut across industries. As we covered last week, Forrester recently reported that 95% of social media marketers will maintain or increase social media spending in the downturn.
Aberdeen reports that 63% of companies (defined as best-in-class) plan to increase their social media marketing budgets this year. More interestingly they found that 21% of their respondents plan to increase their spending on social media marketing by more than 25%.
Also echoing Forrester’s recent report, Aberdeen’s findings indicate that companies are hungry for effective measurement of social media. 39% of companies found it somewhat difficult to measure social media, and 20% said it was very difficult.