R2i surveyed 296 marketing professionals in Nov 2010 and 45 percent stated that time and resources would be their greatest combined challenge in 2011. Forty two percent stated that time and resources were the greatest barriers to entry into social media, and 38 percent that their biggest mistake with social media was not allocating proper time and resources. One possible reason for this conundrum may stem from companies trying to be all things to all people in all places, which is simply a time and resource impossibility for programmatic social media marketing. By optimizing scale and relevance within their social media programs, marketers can better devise and execute on activities that are necessary for effective social media marketing, such as strategy development, headcount allocation, and content creation.
Full research is available at R2integrated web site.