According to this optimistic item from theWISEmarketer.com, Over 90% of marketing departments are planning to incorporate a social media campaign as part of an external communications programme in 2008...

It's about time. But read on and it becomes apparent many of these marketers don't know why they are doing this, some don't really know what they plan to do, most are afraid to death of it, and way too many haven't a clue about the new economics of social media:

The survey... revealed an element of fear behind future investments: almost 23% believed the advantages are unclear, while 42% felt that the costs outweigh the benefits.

Huh? Almost half think it's a waste of money but they're planning to do it anyway? How very corporate. In truth, on that last point, here's a hint: divide the kind of numbers you are used to spending by at least 2 or 3. Multiply the typical results you're getting the old fashioned way by at least 2 or 3.