Today eMarketer published an article highlighting how top brand marketers are looking to invest “big” in social media in the coming years. The article was based on a survey conducted this summer by consultancy Booz & Co. and Page management software Buddy Media.
Just how “big” are Fortune 100 companies across the globe investing in social? Two-thirds report that social media made up less than 5% of their total digital spend in 2011. In three years, a third expect that number to rise to up to 10% of budgets, 27% predict it rising to 10-20% of their budgets, and an additional 28% report it will make up more than 20% of their budgets. These companies plan to spend that increased budget on hiring employees (57%), leveraging technology vendors (48%), and investing in more social media buys (38%).
The results are no surprise if you follow Facebook news closely. In the last couple of weeks a plethora of surveys and articles have been published speaking to both how much more users are engaging on the social network — and how marketers are following that engagement with spend: Read the rest of this entry