Yes I have seen this but I also have seen the opposite where the majority of the advertising/marketing spend is for social media through third party partnership or directly (but it also depends on the type of product and type of targeted consumer). For example, I am working with a client whose social media initiative includes widgets and polls on online communities, both unbranded and branded. These were small one quarter initiatives and if the campaign goes successfully, the social media budget will definitely be expanded. I hope this answers your question.