Many firms spending more on social media this year: Survey

Facebook top investment
|hrreporter.com|Last Updated: 03/30/2012

Many employers are planning to spend more on social media this year, found a survey by the Creative Group.

More than one-half (53 per cent) of the 250 Canadian advertising and marketing executives polled said they expect companies to increase their investment in Facebook this year. Respondents also anticipate more marketing dollars will be channelled toward LinkedIn (43 per cent), YouTube (42 per cent), Google+ (41 per cent) and Twitter (39 per cent).

"Organizations of all sizes and industries increasingly understand the important role social media plays in brand building. As such, there is heightened demand for professionals with experience and expertise in this area," said Lara Dodo, a regional vice-president of the Creative Group. "As more firms invest in social media activities, competition for talent with these skills will only rise. Bringing in freelancers who have successfully managed social media projects and who demonstrate up-to-date knowledge of the latest trends can be a cost-effective way for organizations to support new and ongoing social media initiatives."

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

Facebook

53%

4%

41%

3%

LinkedIn

43%

2%

48%

8%

YouTube

42%

5%

50%

3%

Google+

41%

1%

51%

6%

Twitter

39%

4%

52%

5%

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