How are top brands measuring, managing and budgeting for success in social? And what strategies will the top social brands follow in 2014?
Wildfire by Google, in exclusive partnership with Ad Age, recently conducted the largest survey of its kind to date, asking over 500 enterprise marketing managers and executives about their approach to social marketing. We learned what the best and most successful brands are doing to engage audiences, as well as what those that struggle with social are doing. In our three-part State of Social infographic series, we’ll share with you the key learnings and top strategies you can apply in 2014.

In this first infographic, we look at who is driving social strategy and who is paying for it. As social becomes more integrated into the overall digital and brand strategy, the key players are starting to change. Want to see where the influence is shifting? Just follow the money.
  • 45% of companies with revenue over $1 billion have 50+ social employees.
  • Marketing, PR, and Customer Experience are the top teams with a stake in social, yet social impacts up to 10 teams across the enterprise.
  • 68% of companies expect to increase social spend in the next budgetary cycle, indicating that social’s role in the marketing mix is recognized and prioritized. 


Which departments touch social at your company? And where are social budgets coming from? Please share your perspective with us in the comments.