The rapid rise of activations in the social space has teams building deals/packages with social elements, but without a breakdown how these items are priced out. Now, that’s a good problem to have – but teams need to be careful as they are setting standards and precedents on how their social inventory is valued and priced.
Some teams have hundreds of thousands of fans/followers – this is a premium buy for a sponsor and should not be treated as a value add activation. Innovative sponsorships look to position the social element at the core of the deal and then build in value adds around it. If you are suddenly “throwing in” custom tabs and contests on Facebook, you run the risk of having to justify any increase in this area down the line. Teams need to be aware of how social sponsorships can factor in renewals, and how this is positioned against new business.
Beyond that – social $ spend is a number that teams need to be tracking. If their in-house/CRM systems are not set up to track it, then there needs to be some sort of excel sheet that accounts for what % of deals or entire social deals that are being quoted and sold to your corporate partners.