With two-thirds of the US internet population expected to belong to a social network by the end of 2013, according to eMarketer estimates, the majority of brands are now actively using social media to manage their digital presence.
Q3 2012 findings from media buying and solutions provider STRATA showed 91.9% of those surveyed were using social media. The vast majority (82.4%) of US agencies reported using Facebook for clients’ social media campaigns, nearly double or more the number using the popular platforms YouTube (41.9%), Twitter (36.5%) and LinkedIn (23%).
Emerging platforms Google+ and Pinterest saw significant growth in reported quarter-over-quarter usage with roughly one in four US agencies likely to use each of these networks for clients’ social media campaigns.
Additional findings from engagement advertising firm SocialVibe showed the necessity of ensuring social media coverage on Facebook and the value of expanding coverage to Google+. The engagement advertising firm found 77% of US internet users connected with brands via Facebook in October of this year; 14% did so using Google+—more than did so on YouTube (13%) or Twitter (6%).
Financial investment in Facebook, Twitter and Pinterest marketing programs is likely to increase through 2013, according to a Q4 2012 survey from Strongmail. The marketing solutions provider found 39.6% of business executives worldwide planned to boost Facebook marketing spending next year, 23.3% planned to spend more on Twitter, and 14.9% on Pinterest.
Beyond increased investment specifically to social networks, a good portion of business executives reported plans to boost spending on tools and technology used to measure and manage social media programs. About 27% reported plans to increase spending to social media management technology, and 14.8% said the same for listening platforms, reflecting the importance of not just maintaining brand presence on social networks, but measuring the effects of that presence.
eMarketer estimates US social network ad spending will account for nearly one in 10 US digital ad dollars in 2013.