SOCIAL CAPITAL - The Creative Group Survey: Many Companies Plan to Spend More on Social Media This Year; Facebook Tops the List for Marketing Investment

TORONTO, March 29, 2012 /CNW/ - We all want to be liked, but a majority of businesses may be willing to pay more for the distinction, a new survey by The Creative Group suggests. More than half (53 per cent) of advertising and marketing executives interviewed said they expect companies to increase their investment in Facebook this year. Respondents also anticipate more marketing dollars will be channeled toward LinkedIn (43 per cent), YouTube (42 per cent), Google+ (41 per cent) and Twitter (39 per cent).

The Canadian survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals. It was conducted by an independent research firm.

Advertising and marketing executives were asked, "Do you anticipate that companies will increase or decrease their advertising/marketing investment in the following social media sites in 2012?" Their responses*:

    <<
    -------------------------------------------------
                                              Don't
                                             know/no
              Increase  Decrease  No Change   answer
    -------------------------------------------------
    Facebook     53%       4%         41%       3%
    -------------------------------------------------
    LinkedIn     43%       2%         48%       8%
    -------------------------------------------------
    YouTube      42%       5%         50%       3%
    -------------------------------------------------
    Google+      41%       1%         51%       6%
    -------------------------------------------------
    Twitter      39%       4%         52%       5%
    -------------------------------------------------
    *Responses may not total 100 per cent due to rounding.
    >>

"Organisations of all sizes and industries increasingly understand the important role social media plays in brand building. As such, there is heightened demand for professionals with experience and expertise in this area," said Lara Dodo, a regional vice-president of The Creative Group in Canada.

Added Dodo, "As more firms invest in social media activities, competition for talent with these skills will only rise. Bringing in freelancers who have successfully managed social media projects and who demonstrate up-to-date knowledge of the latest trends can be a cost-effective way for organisations to support new and ongoing social media initiatives."

About the Survey

The Canadian study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 250 telephone interviews -- approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees.

About The Creative Group

The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's award-winning career magazine, can be found at www.creativegroup.com.

Contact: Nadia Santoli, [phone], [email protected]