For Interactive Marketing Professionals

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	July 17, 2008 Social Marketing Scorecard, 2008 Evaluating Current and Future Spending by Emily Riley with David Card

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Executive Summary

Social marketing includes an extensive array of new tactics and metrics that are not scalable across Web sites, making it difficult for advertisers to determine where and how to spend their money.

Key Questions

• What percentage of advertisers' online budgets are they devoting to social marketing?
• What factors are creating the greatest challenges for social marketers?
• How can publishers and service providers attract a greater share of social marketing spending?

This is an excerpt

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