Two reports out this week predict fast growth in social media marketing.
The first, from Forrester, forecasts US social media marketing spending will reach $3bn in 2014, up from around $700m in 2009.
The second, from eMarketer, predicts that, after a small dip this year due to the recession, spending on social media marketing will grow fast, reaching $1.4bn in 2011.
It is taking marketers a while to get their heads around social media, and to overcome their natural aversion to the anarchic nature of the environment. Marketers like to have total control over "the message" and you just can't do that with social media.
But I think that social media marketing could become a major source of revenue for publishers and others who find themselves running sites with significant social elements. That's because there are two aspects of social media that are potentially very attractive for marketers.