Executives Weigh in on Social Media Spending in Next 12 Months; Facebook Tops List

Jul 17, 2013

MENLO PARK, Calif., July 17, 2013 /PRNewswire/ -- What are the hot spots for social media marketing in the coming year? According to a new survey by The Creative Group, more than six in 10 (62 percent) advertising and marketing executives interviewed said they expect companies to increase their spending on Facebook marketing in the next 12 months. This is up from 53 percent who planned to boost their Facebook budget one year ago. Executives also anticipate companies will channel more marketing dollars toward LinkedIn (51 percent) and Google Plus (50 percent), up from 38 percent and 41 percent of respondents, respectively, last year.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals. It was conducted by an independent research firm.

Advertising and marketing executives were asked, "Do you anticipate companies will increase or decrease their advertising/marketing investment in the following social media sites in the next 12 months?" Their responses*:

  Increase Decrease No change

Don't know/
no answer

Facebook 62%   6% 30% 2%
LinkedIn 51%   4% 42% 3%
Google Plus 50%   7% 41% 2%
Twitter 48% 12% 37% 3%
YouTube 40% 12% 46% 2%
Pinterest 35% 12% 46% 6%
Instagram 32% 13% 48% 7%

*Responses may not total 100 percent due to rounding.

"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."

Farrugia added, "As organizations increase their social media investment, they seek professionals with experience planning, executing and measuring the success of social media activities. In fact, social media positions ranked among the top roles advertising and marketing executives said they plan to hire during the second half of the year in a recent survey by The Creative Group."

About the Survey
The national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 400 telephone interviews -- approximately 300 with marketing executives randomly selected from companies with 100 or more employees and 100 with advertising executives randomly selected from agencies with 20 or more employees.

About The Creative Group
The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's blog, can be found at

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