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.

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