The new report points out a huge disconnect: only 11% of corporate social media budgets are devoted to advertising on blogs and influencer sites. But fully 86% of the influencers these corporate brands are trying to reach are using blogs as their primary publishing platform.
Brands And Advertisers: It’s All About Facebook
The mismatch is pretty clear in Technorati Media’s report. Typically, just 10% of the total digital marketing budget is devoted to a social ad strategy. Of that slice of the pie, 57% gets tossed at Facebook ad buys, 13% at YouTube and another 13% at Twitter’s sponsored tweets. Just 6% is spent on influencers and 5% on blogs.