Brafton has reported that more than 20 million people become fans of Facebook pages each day, and the majority of these social users find brands through social ads. A new […]

Brafton has reported that more than 20 million people become fans of Facebook pages each day, and the majority of these social users find brands through social ads. A new forecast from eMarketer predicts U.S. marketers will spend more than $3 billion on social network ads, with Facebook leading social ad spend.

This prediction supposes a 55 percent increase over the $1.99 billion spent on social networks in 2010, and eMarketer analysts indicate this is just the beginning. In 2012, social ad spending is supposed to reach nearly $4 billion. Expected growth for 2011 will bring social ad dollars to 10.8 percent of overall U.S. online ad spend this year.

The recent forecast is much higher than eMarketer's initial social ad spend predictions. Analysts for the research firm say that Facebook is responsible for the change in projected spending.

"2010 was the year that Facebook firmly established itself as a major force not only in social network advertising but all of online advertising," said eMarketer principal analyst, Debra Aho Williamson.

Ad spending on Facebook is expected to exceed $2 billion this year. In 2012, eMarketer anticipates Facebook ad spend will hit nearly $3 billion.

Marketers who want to make the most of Facebook marketing should remember that social ads can help build a fan base, but to maintain social followers, quality content is key. Plus, custom content on social sites is becoming a competitive necessity; as Brafton has reported, 73 percent of companies with social strategies use original content.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.