Social media marketing spend climbs

Spending on social media marketing across the globe is predicted to climb this year, albeit at a slower pace than previously recorded.

According to eMarketer, worldwide expenditure in 2009 is likely to see growth of nine per cent, down from its original estimate of 17 per cent.

"The good news is that worldwide social network spending is expected to shoot up again next year, rising an estimated 18 per cent," it states.

And the group adds that 2011 will see an additional increase of some 12 per cent.

Furthermore, non-US social network advertising spending is predicted to grow by 27 per cent over the course of this year, while spending on Facebook is forecast to increase by 20 per cent on a worldwide basis.

One factor which could be influencing this trend is that mobile web use is increasingly being driven by social media with industry analysts CCS Insight claiming mobile internet use is growing at a "phenomenal" rate, with a third of young adults regularly accessing their social media accounts from a handheld device.

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