• Forbes, Monday, October 3, 2011 10:45 AM

While 62% of marketers and agencies planned to spend more money on social media compared with six months ago, only 12% think it works in an ad campaign. That's according to new data from ad tech firm Collective, as reported by Forbes.

What's more, one-quarter of respondents said they don't even understand the value of social media. "Ask marketers why they're shoveling money into fan pages and ads on Facebook, and many will admit they're still fuzzy on what they're getting," Forbes writes. In response, Facebook is expected to use this year's Advertising Week an as opportunity to educate marketers on the virtues of social advertising.

"Drawing a stark contrast to Google's massive search advertising business, which is chiefly used to spur direct sales, Facebook's ad executives will talk up the No. 1 social network's potential as a branding medium akin to television," Forbes writes. Facebook is also expected to debut new, bigger ad, the contents of which is largely determined by the receiving user's social connections.

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