The report highlights the increasing importance of social media as a viable engagement channel, with over 1.15 billion active users on Facebook and 359 million on Google+. US internet users are spending 16 minutes of every hour on a social network, and marketing budgets are following customers to these social hotbeds. The report also states that social media spend will see significant increases, rivaling top channels like online banner and search in the overall media mix. However, marketers still face challenges in tying social to their bottom line and identifying key points of insight. The report concludes by noting that the intersection of social, content, and business performance is a topic of interest for many marketers.
