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The Better Social Business Blog

Social media & marketing technology storytelling by Mayra Ruiz-McPherson
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The Social Video Budget … will *you* be creating one?

Author: Mayra Ruiz-McPherson

On 29, Dec 2011

According to a December 29, 2011 post on Mashable about social video in 2012, organizations will seek to further immerse their social outreach via video in the coming year. The need for brands to create and distribute original video content online will continue and heighten in 2012. As this need increase, the belief is that the social video content creation and distribution effort will give rise to the need for a very specific “social video budget” distinctly separate from the digital marketing budget allocated for online marketing and communications.

Typically, social video advertising campaigns are or have been often lumped in with overarching digital advertising budgets that also include pre-roll or display advertising buys. As we enter the new year, the idea behind this social video-specific budget as a separate spend from the main marketing dollars will come to rise. The evolution of what the blog post states were once largely experimental (online video) programs will mature and become distinct programs with specific viewership and earned media goals. This maturity is what what Chris Schreiber, the posts author, believes will fuel the need for social video budgets in the future.

This is an interesting development in marketing budgets as a whole and I will be very curious how this rising trend will further progress in 2012.

Mayra Ruiz-McPherson
Mayra Ruiz-McPhersonBrand Journalist and Digital Strategist Mayra Ruiz-McPherson is founder of Ruiz McPherson Communications (RMC), a marketing ingenuity practice based in Northern Virginia.

Mayra — who also launched the online career community SocialMediaJobsDC.com and hosts internet marketing web show bizworkTV — often presents various digital and social media-focused topics tailored to business owners and senior-level marketing managers at local conferences or regional events.

As lead blogger for The Better Social Business Blog, Mayra writes frequently about trends in topics related to social media, digital marketing and marketing technology. Her email newsletter, The Social Media Trend Watch Report, curates noteworthy social media platform updates, upgrades and changes and goes out regularly to more than 1,000 subscribers.

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