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BizReport : Social Marketing : July 18, 2013

62% predict rise in Facebook marketing efforts

A survey of U.S. advertising and marketing executives reveals almost two-thirds predict an increase in their Facebook marketing efforts in the next 12 months.

by Helen Leggatt

The Creative Group asked 400 U.S. advertising and marketing executives whether they thought companies will increase, or decrease, advertising and marketing investment in various social media sites over the course of the next year.

Sixty-two percent believe more will be invested in the world's biggest social network - Facebook - up from 53% last year. Just over half (51%) believe more efforts will be made with professional network LinkedIn, while 50% believe Google+ will also receive more attention.

"Today, there is a social media component to nearly every marketing campaign," said Donna Farrugia, executive director of The Creative Group. "The challenge is determining which channels make the most sense for the brand and how to truly engage with customers via social media."

The survey found that image-sharing social media sites, such as Pinterest and Instagram, were not areas in which executives would be increasing budgets with 12.5% predicting a decrease in spending.

Image via Shutterstock

Tags: advertising, marketing executives, social marketing, social media, survey, U.S.

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