2012 represents the largest investment by brands in social channels, technologies and platforms to date and the forecast for 2013/2014 is even larger. eConsultancy’s most recent survey reports that 51% of companies changing their social media budget are planning to increase it by over 20% in 2013, with more than 9% doubling their budgets. (UK Search Engine Marketing Benchmark Report 2012).
According to the CIM’s Social Media Benchmark wave two report, of the 2,000 UK and Western Europe marketers surveyed, 79% of them have brand Twitter feeds, 69% are on Facebook, 66% are on LinkedIn, 60% are on YouTube, 53% have blogs, 25% have proprietary online communities and 22% have Google+.
That’s a lot of social media, but not necessarily a lot of understanding about its effect or value.