Businesses are becoming aware that the best way to interact with their customers, and potential customers, is through social media. Duke University Fuqua School of Business surveyed companies and found that they currently spend 8.4% of their marketing budget on social media. These businesses, especially those who sell directly to their consumers, are searching for ways to interact with their customers. The percentage of a companies marketing budget spent on social media, is expected to nearly triple in the next five years.

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Duke study: Spending on social media marketing will surge