Dive Brief: 

• Ad Age and RBC Capital Markets have released the results of their fifth survey on marketer attitudes towards social media -- results are from 1,682 executives at marketing, agency and media companies. 
• Marketers are increasing social media advertising budgets, but the percentage of overall marketing budgets allocated to social remains small -- 45% of respondents have only dedicated 1-10% of the marketing budget to social media ads. 
• Twitter may be edging out Facebook as the favored social ad buy -- 63% of respondents plan to spend more on Twitter ads this year compared to 59% on Facebook. 

Dive Insight: 

While social media gets a lot of attention from marketers and media, this survey shows that it's still in fresh waters for most marketers. Marketers see the value, but aren't observing the ROI they want or still just need to dedicate budgets to other areas.