There’s no denying social media is still a hot topic among marketers, but it’s no longer the new kid on the block. eMarketer estimates advertisers will spend $3.63 billion in the US and over $4 billion more in the rest of the world on social networking sites this year. And that’s just paid ad spending. When the Association of National Advertisers (ANA) surveyed US marketers this year, 90% said they were using social networks for their efforts—about even with last year, at 89%. While this percentage has risen dramatically since 2007, when just 20% of marketers used social media, growth has plateaued—and shifted to other new digital media platforms instead.