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29th March 2012

Creative Group Survey Shows Companies Plan to Spend More on Social Media This Year

the creative groupWe 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%) 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 LinkedIn (43%), YouTube (42%), Google+ (41%) and Twitter (39%).

The Canadian 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*:

                                              Don't
                                             know/no
              Increase  Decrease  No Change   answer
    -------------------------------------------------
    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%
    -------------------------------------------------
    *Responses may not total 100 per cent due to rounding.

“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 in Canada.

Added Dodo, “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.”

This entry was posted on Thursday, March 29th, 2012 at 10:31 am and is filed under Business News, National News, Research Studies. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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