Social media is reaching a more mature stage in the Central Iowa business community, according to a survey conducted by Hanser & Associates. Based on 409 responses, the study found that nearly 80 percent of local organizations now use social media, and spending in this field is flat compared with the results from an initial survey conducted a year ago.

• 1 in 4  organizations plan to increase their social media budget in 2011

• 48% of organizations are measuring social media outcomes, doubling in the past year

• Organizations did not commit more people to social media activity this year, and 75% of the people directly responsible for the work are devoting no more than 1/4  of their time to it.

• 4 in 10 respondents said their organization’s social media activity meets expectations; 88% said social media’s value will increase in 2011.