Working as a brand marketer in today’s oversaturated landscape of media is a more difficult job than ever. Determining where and how budget should be allocated is becoming more fragmented with the constantly growing number of platforms. Digital has clearly made its case as a platform to be taken seriously for many reasons, including a lower barrier to entry in terms of price and a greater potential impact in terms of sharing. We know that there are 1.73 billion internet users worldwide, 400 million of which are Facebook users (Royal Pingdom). The numbers don’t lie and they tell us, as marketers, that we need to consider a mix that includes digital and social media. The question becomes, how much?