i have to good fortune to have clients who are at least willing to listen, and who will assign meaningful budgets to adding SM to the marketing mix. the fact is, the social media train has left the station.

I get your point- by “cheap” I don’t mean run a program on the cheap, but do use inexpensive means if you must to prove your case for a larger program. I agree that companies that are throwing new grads into the social media role “because they’re young” are setting up for failure.

Anecdotally, I am hearing that companies are reluctant to commit to full programs. This doesn’t mean they shouldn’t do them. It just means they need to find ways to convince management before the budget comes in.

In that sense, I’m not sure all companies are past the point of cheap experiments. The ones that are still reluctant to dive in- the subjects of your post- may not be.

The point I’m making is that SM is past the point of cheap experiments. Its efficacy as part of the marketing mix is clear from the many successful campaigns that I and others have done for our clients.

You missed this important part of my post:
“The boss’ friend’s high school or college kid can’t integrate social media into the company’s overall marketing. That requires experience and perspective. Having a large social network and a stellar online reputation helps too.

Just as there are carpenters who can knock together a book shelf and master carpenters who can create objects of genuine and lasting beauty, there are thousands of social media gurus (of all ages) who’ve never worked for an actual client. Hire them at your own peril.

Geoff Livingston said it beautifully in a recent post:

“Parroting and/or reporting what you see on the Internet does not equate to actual savoir faire. Nor does it make someone fit to offer insights or counsel.”