Social media spending is set to increase in the coming months, according to a survey of brands and agencies, with Facebook dominating the other social networking possibilities.

70% of marketers plan to increase their social media outlay by over 10% in the rest of 2011, bringing social media’s budget share in an organisation up to 11.9%, which bears favourable comparison with the 13% spent on TV.

The poll, conducted by Effie Worldwide and Mashable, also found an increased focus on Facebook in the plans of many brands. The predicted budget increases will mainly go on attracting Facebook ‘Likes’ – 35% of respondents said that increasing fans on Facebook is the main priority for 2011.

The next priority for many brands is to increase their mobile presence, with 22% saying this was their main goal. The brands most successfully using social media, according to the survey, are Old Spice (cited by 15%), Pepsi (8%), and Starbucks (7%).