CMO Survey Finds Marketers Plan to Significantly Increase Their Social Media Spend
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“Social media is not an add-on or after-thought,” Moorman added. “However, until executives understand social media well, it is difficult for them to think strategically through the lens of social media. This will take time.
“It is also important that companies keep spending on social media among internal groups and not outsource it. Outsourcing increases the likelihood that social media and strategy will not be integrated.”
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