Companies were more likely to hire digital marketers than creative services professionals last year, and that trend looks set to repeat itself this year.
Social marketers in North America still find measuring ROI to be their toughest challenge.
Social media professionals used an average of three social media tools to report on and analyze such efforts.
Nearly nine in 10 US companies with 100-plus employees will use social media for marketing purposes this year.
Almost 8 in 10 small businesses surveyed are using data to make smarter decisions and another 8% wish they were.
Almost 9 in 10 enterprise organizations agree that their social media presence is important to stay competitive.
The largest share by far (60.1%) identified content development as the most time-intensive activity, an unsurprising result.
77% said the site was well-suited both to engaging existing customers and attracting new ones.
39.6% of business executives worldwide planned to boost Facebook marketing spending next year, 23.3% planned to spend more on Twitter & 14.9% on Pinterest.
66% of marketers were investing in increasing their social media presence across different platforms & 56% were increasing the frequency of content published.