A study shows that local businesses are becoming more aggressive with social media marketing as it allows them to target desktop and, increasingly, nearby mobile users.

A report from Borrell Associates says that businesses targeting local prospects will increase social media marketing in the next four years. According to the study, local business investments in the channel will grow to nearly $8 billion in 2016, compared to $1.1 billion spent in 2011.

Borrell suggests that businesses find social media marketing increasingly helps them reach on-the-go audiences. As smartphone and tablet use becomes more common, consumers and B2B buyers are accessing their Facebook and Twitter accounts via these devices as well as their desktops. The proximity of mobile users exposed to local business’ social campaigns might be especially useful in terms of encouraging foot traffic. As such, the research firm predicts local businesses will redirect investments into social initiatives to save marketing funds while gaining valuable reach.

In terms of the top social platforms for local marketing, Facebook is expected to build on its more than 64 percent of total local marketing spend, according to Borrell. However, the rapid and recent rise of other networks may give the social giant a run for its money.

Google+ is proving it may be a worthy Facebook competitor, especially as some users are dissatisfied with the launch of Facebook Timeline. Brafton recently reported that Google+ experienced its strongest month yet in December. Traffic to Google+ grew 55 percent last month over November and the network’s user base surpassed 62 million. Both of these trends are expected to continue, with projections estimating that Google’s social network will reach 400 million users in 2012.

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.