‘Likes’ lead to nothing-and other hard-learned lessons of social media marketing

Social media spending has increased by 200 percent in the past eight years, rising from 3.5 percent of marketing budgets in 2009 to 10.5 percent in February 2017, according to The CMO Survey 2017. And that upward climb is expected to continue: Marketers say they will expand their social media spending by 90 percent over the next five years, or 18.5 percent of the total by then.