Fully seven in ten brands (70%) say they plan to increase their presence across social media platforms in 2012, while 59% plan to boost the frequency of social content publishing, according to survey from Awareness.

Many brands plan to focus efforts beyond the big three platforms (Facebook, Twitter and LinkedIn) in 2012, expanding their reach into multiple social marketing channels, the research finds.

Among other social media investment priorities, the management and monitoring of social media is becoming more critical: 50% of brands plan to improve social media management processes and tools in 2012, while 45% plan to focus on monitoring social channels. 


Below, other findings from the report titled "The State of Social Media Marketing," based on a survey of 320 marketers, of which 50% are from B2B companies, by Awareness, Inc.

Growth of Blogs, YouTube, and LinkedIn in 2012

The big three social media platforms, Facebook, Twitter, and LinkedIn, were the most widely used in 2011, followed by YouTube, and publishing a blog. Across the various platforms, brands cited the following adoption levels: Facebook (87%), Twitter (83%), LinkedIn (76%), YouTube (66%), and blogs (57%).


In 2012, blogs are expected to gain the most ground: An additional 28% of brands that don't currently publish a blog plan to do so in 2012—bringing the percentage of brands that publish a blog to 85%.

An additional 19% of brands expect to adopt forums, and 18% plan to adopt YouTube. 

Among the big three social networks, LinkedIn is expected to register the strongest growth in 2012—with 10% of brands who don't currently use the professional networking site planning to do so in 2012.

Social platforms such as Foursquare, SlideShare, Flickr, and Tumblr are still uncharted territories for many brands: Some 60% to 76% of brands, on average, say they did not use those channels in 2011 and have no plans to do so in 2012. 

However, most self-reported social media leaders say they had a presence on newer social platforms in 2011, whereas self-reported novices and dabblers had no significant interest in the channels during the previous year.

Enter your email address to continue reading

Blogs Top List of Social Media Investments for 2012

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin