When the whole marketing industry is staring at media budgets, social media needs a new perspective. Engaging in conversations with the customers and members of communities requires time, not so much money.

This faces marketing organizations with the same dilemma as sales people and PR-agencies have had for years. You need to commit relatively valuable resources to engage in constant conversations with your target groups.

Now, instead of looking at media spending, you should turn to your team:
- Do you have the right resources to enter the social media space and engage in conversations with your customers?
- How could I develop those resources?
- Could I make changes in my team by cutting on my media spending?
- Is it worth it?