Social media spend to increase in 2012

A recent survey from The Creative Group revealed that companies' advertising and marketing spending in social media platforms is expected to rise across the board in 2012.

Specifically, it's projected that companies will increase their Facebook investments by 53 percent. However, they're interested in increasing visibility and funneling funds through other social media outlets as well, such as Twitter (43 percent), Google+ (41 percent), LinkedIn (38 percent) and YouTube (36 percent).

"Companies recognize the powerful role social media can play in brand building, and they are willing to invest in initiatives that can help them increase customer engagement," said Donna Farrugia, executive director of The Creative Group. "As platforms like Facebook continue to evolve, it's especially important for businesses to keep pace."

Farrugia added that it may be prudent for some companies to hire freelancers who specialize in social media initiatives to help enhance social media campaigns and "impart their expertise" to core staff members.

On the flip side, a mere 4 percent of marketing executives plan to reduce Facebook investments. This is probably smart, since Facebook's worldwide penetration reached 55 percent in 2011, according to a recent comScore study.