A report from Brian Solis' Pivot Conference found that social media marketing is moving toward complete ubiquity.

A report from Brian Solis’ Pivot Conference found that social media marketing has become ubiquitous, but businesses of all sizes are seeking methods to make their use of social more effective, the release suggests.

According to Solis, it’s likely that social media marketing will be used by almost all businesses by 2013, as the last hold outs are coming around just now. The organization conducted a study of 181 social media marketing professionals and found that 97 percent believe the channel positively impacts their brand’s effectiveness.

Facebook is used by 100 percent of the responding companies, and Google+ has quickly become a popular platform since its release over the summer.

Engaging with prospects is often the goal of any marketing campaign, and 67 percent of those responding to the survey saw customer engagement as just one of the benefits from their use of social.

“At the end of 2011, social marketing stands at a profound crossroads,” Brian Solis, host of the Pivot Conference and principal at the Altimeter Group, said in a release. “Some organizations are finally embracing the importance of social networks and, as a result, increasing investments in creative engagement, marketing, and service programs.”

Social media marketing’s growth has come across several of the leading platforms in the channel. Brafton recently reported that more than 86 percent of companies using Facebook consider the network “very beneficial” or “somewhat beneficial.” 

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.