For those who do use social media, they have to decide where they are going to get the best return on their efforts.
And according to a survey by The Creative Group, Menlo Park, Calif., most marketers believe that place is Facebook.
The survey gave advertising and marketing executives a list of social media sites and asked them if they planned to increase their spending on the site over the next 12 months.
"Today, there is a social media component to nearly every marketing campaign," said Donna Farrugia, executive director of The Creative Group. "The challenge is determining which channels make the most sense for the brand and how to truly engage with customers via social media."
It found that 62% of these executives responded they planned to increase their spending on Facebook, up from 53% in a similar survey last year.
The next place cited by more than half the respondents was LinkedIn, where 51% said they would spend more money, compared with 38% last year. Third was Google Plus, named by 50%, up from 41% one year ago.
Twitter was next at 48%. While no site was named by a majority of the respondents for a decrease in spending, YouTube was named by 46% of executives as the place they will spend the same amount versus 40% responding they would increase spending.
Pintrest was named by 35% of respondents as a site they were planning to increase spending, while Instagram was named by 32%.
Farrugia added, "As organizations increase their social media investment, they seek professionals with experience planning, executing and measuring the success of social media activities. In fact, social media positions ranked among the top roles advertising and marketing executives said they plan to hire during the second half of the year in a recent survey by The Creative Group."