A report from Elite Email found that social media marketing is a major element of enterprise plans for 2012, and marketers cite greater brand reach as a top benefit.

Businesses using social media marketing report a greater ability to reach their audiences and engage current and potential partners. As such, 58 percent said they plan to increase their investment in the channel in 2012, Elite Email recently reported.

Social media marketing has helped businesses improve their overall integrated marketing efforts by allowing for sharing of website and email content. Any article or blog post a user finds interesting will likely compel them to share it with their friends and followers.

As such, a strong social presence is an integral component of their overall marketing plans moving forward for many respondents. According to Elite, many of these businesses have also adopted comprehensive content marketing strategies, and social, along with email, helps deliver their content on multiple channels.

Many of have found that, in general, integrated marketing is most effective on the web. When leveraging multiple channels, allowing email recipients, social fans or followers and website visitors to easily navigate to other channels improves overall presence and effectiveness of campaigns,

Brafton recently reported, for example, that email marketing campaigns that include social sharing buttons see 115 percent greater engagement than those lacking buttons that would allow recipients to post message content to Facebook, Twitter or other platforms.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.