CMOs Aren’t Keeping Up With Their Own Social Media Spending Forecasts

Heady forecasts about social media spending are one thing (and they’re certainly an indicator of enthusiasm), but actual spending is another. And results from the latest edition of The CMO Survey from Duke’s Fuqua School of Business indicate a continued gap between plans and follow-through on the part of US CMOs. Indeed, if CMOs’ previous forecasts are to be believed, social should occupy some 10% of marketing budgets by now. Yet this latest survey finds current social spend at an average 7.4% of budgets, a figure unchanged from 2 years ago. (more…)