Survey: Marketing resource allocation to social lags

Washington, D.C.—Marketers believe social media is an effective tool and use it themselves, but their commitment to investing in social marketing lags, according to a study from the Software & Information Industry Association.

According to SIIA's “Marketing in Today's Economy” study, 90% of marketers use social media, and three-quarters believe it has a positive impact on their business. But 55% said their marketing teams spend fewer than 10 hours a week on social media, with 35% spending between one and five hours a week.

The online survey was conducted during the fourth quarter of 2011, garnering 106 respondents.