It seems social media is not a fad anymore and year over year marketers are getting the more and more consicuous about it.
See below the social media report for 2012. This study surveyed 3,800 marketers.
I would like to highlight the fact that Measurement and Targetting are areas which marketers are starting to care about the more and more. It shows how social media is evolving and going beyond a simple cnew channel to reach new prospects. In adition to this, Video marketing gathers a lot intereset but I stil think images are even more key in social media.
Download the report here