More than three-quarters (76%) of marketers say their brands are conducting social media marketing, and an additional 16% plan to begin doing so by the end of 2012, making for a potential social marketing contingent of 92%, according to Chief Marketer's 2012 Social Marketing Trends Survey.
Those results track with two previous studies issued by Chief Marketer, in 2011 and 2010, when 73% and 64% of surveyed marketers, respectively, reported conducting social marketing.
Not surprisingly, B2C brands are more heavily invested in social marketing.
Among pureplay B2C marketers, 79% say they conduct social media campaigns, compared with 68% of B2B marketers who say the same. However, another 16% of B2B marketers say they plan to begin social marketing by the end of 2012.
Below, additional findings from the 2012 Chief Marketer Social Marketing Trends Survey.
Top Social Channels
Most of the marketers surveyed are focusing their social marketing efforts on the three largest US social networks: Facebook (89%), Twitter (77%), and LinkedIn (63%).