Smart Business, Social Business: A Playbook for Social Media in Your Organization

8. Marketing Investments on the Rise for Social Business Initiatives

Many times social media teams are forced to roam the halls of corporate America with a tin cup asking for a budget to support social media programs. Either the money has dried up to fund existing programs, a company needs to invest internally in social technologies, or a company needs to hire an agency or community manager to build an external presence in social media.

This scenario usually arises because an organization has not fully evolved into a collaborative social business. A company that has truly embraced social media will do more than just say it does. It will not only transform the culture, break down silos, and build collaborative teams, but it will also add social ...