“Twitter is free. Facebook is free. Foursquare is free. TweetDeck is
(still) free. Google Alerts is free. So, social media is free, right?
Wrong. Beyond even the obvious costs – designing and building a
Foursquare application, or stepping up to a fee-based listening platform
like Alterian, Collective Intellect, Cymfony, BuzzMetrics, or Lithium’s
Scout Labs, social media is far from free.
In fact, social media-based marketing costs real money. While it may
not be millions of dollars for 30 seconds of air time, making sense of
the social Web and really getting it right takes planning, creative
insight, product management, and other internal resources, all of which
have costs associated with them that you may not see at the outset.”
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