The recent CMO Survey reveals a trend that may be reversing—most companies are behind the times when it comes to social media. A survey of almost 500 U.S. Chief Marketing Officers demonstrates they’ve finally heard the call and will up their spending on social media in the coming year and double it in the next 5. According to survey director Professor Christine Moorman, the increase will surely help, but social media also needs to be integrated into marketing strategies and companies must be present where customer conversations are happening.