SIIA: Social marketing now virtually universal

Washington, D.C.—Social media is nearly universally adopted by marketers, with social marketing expenditures expected to increase this year, according to a new report from the Software & Information Industry Association.

According to the SIIA's "Marketing Industry Report," an online survey of 100 marketing executives conducted in the fourth quarter of 2012, 98% of respondents said they use social media as a marketing platform, compared with 89% in a similar poll a year ago. Also, 69% said social media is having a positive impact on their businesses.

In addition, 66% of respondents said their teams spend one to 10 hours per week on social media marketing, compared with 54.5% who reported the same involvement last year, and 58% said they plan to spend more on social media marketing this year.