Marketers spending more on social media

A survey conducted by the Aberdeen Group claims that 63 per cent of companies plan to spend more on social media based marketing this year.

That takes in social networking, blogs, wikis, Twitter and other social media sites. You want some suitably zeitgeisty quotes to explain it? You got 'em!

"Companies use multiple approaches to identify the individuals who wield the greatest amount of influence in any given topic area and to track changes in their influence over time," says Jeff Zabin of Aberdeen.

"Best-in-class companies engage these top influencers as brand evangelists, and then track the impact of their words and actions in terms of return on marketing investment."

However, there's a downside: 39 per cent of companies said they find it difficult to measure social media, and thus find out if they're getting a decent return on their marketing investment in this area.

Mobile games developers and publishers have increased their spending on social media in recent months, particularly on Twitter, Facebook and YouTube. As we've said before, we're all for it.