Organisations are planning to spend more money on social media campaigns, according to new research.
The huge popularity of platforms like Facebook and Twitter is encouraging more small businesses, charities and campaign groups to look at social media as a marketing tool.
If organisations are regularly producing relevant, interesting content, social media campaigns can be a relatively low cost means of building an online brand.
According to E-consultancy, a digital marketing firm, there is growing demand for social media activities.
Its benchmark report on search engine optimisation (SEO) and online marketing revealed that two thirds of respondents planned to spend more on social media.
At the moment, social media spending still lags behind paid search and SEO, but that situation looks set to change as more and more organisations explore social media as a marketing channel.
The report also revealed demand from organisations for help with their SEO activities. Almost half of respondents said a lack of internal resource was undermining their efforts in this area.