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The Creative Group Survey: Many Companies Plan to Spend More on Social Media This Year; Facebook Tops the List for Marketing Investment

MENLO PARK, Calif., March 29, 2012 /PRNewswire/ -- We all want to be liked, but a majority of businesses may be willing to pay more for the distinction, a new survey by The Creative Group suggests. More than half (53 percent) of advertising and marketing executives interviewed said they expect companies to increase their investment in Facebook this year. Respondents also anticipate more marketing dollars will be channeled toward Twitter (43 percent), Google+ (41 percent), LinkedIn (38 percent) and YouTube (36 percent).

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 that companies will increase or decrease their advertising/marketing investment in the following social media sites in 2012?" Their responses*:

Increase Decrease No Change

Don't know/
no answer

Facebook 53% 4% 38%   6%
Twitter 43% 5% 45%   8%
Google+ 41% 5% 43% 11%
LinkedIn 38% 5% 47%   9%
YouTube 36% 5% 50%   8%

*Responses may not total 100 percent due to rounding.

"Companies recognize the powerful role social media can play in brand building, and they are willing to invest in initiatives that can help them increase customer engagement," said Donna Farrugia, executive director of The Creative Group. "As platforms like Facebook continue to evolve, it's especially important for businesses to keep pace."

Added Farrugia, "Although companies plan to spend more on social media, finding the talent needed to oversee these programs can pose a challenge. Bringing in freelancers who have worked on successful social media initiatives can be helpful, since these professionals can not only develop and implement strategies but also impart their expertise to core team members during the process."

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 500 telephone interviews -- approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 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 award-winning career magazine, can be found at www.creativegroup.com.


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