Investment in social networking is expected to soar in the coming years, although firms may be unsure about what they are getting for their cash.

This is according to new research from Econsultancy’s Social Media Survey 2010. The survey discovered that 83 per cent of the businesses questioned said they expected to increase the amount they were spending on social media in the year to come. However, it also found that more than three quarters of firms do not have a return on investment figure for most of their social media spending. In other words – they have no idea whether the spending is actually benefitting them.

It is important that businesses understand that they need to integrate their social media planning into their current channels through including links to online news stories and content on their Facebook and Link-in pages for example.

It is clear that businesses know the potential of social networking to enhance their online marketing performance, but many need guidance on how best to target online audiences. Some 30 per cent of those who responded also said they had a lack of budget to spend on social networking.

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Independent producers of online content are calling on the BBC to commission more of their output.

The Corporation outlined its 25 per cent digital savings plan earlier this year, which is likely to reduce commissions of external content.

A new report from the UK trade body for independent producers, Pact, notes that the BBC has already cut commissioning to outside suppliers from 31 per cent to 26 per cent, only slightly above the 25 per cent minimum.

Andrew Chitty, MD of Illumina Digital and chair of Pact's digital policy group, pointed out that the external sector is expanding with a range of “high-profile commissions”, but is not being used to its full potential by the BBC.

"The sector is not asking for any special protection, just the chance to compete on a fair basis with in-house producers, and ultimately ensure the best possible content for the licence fee payer," he commented.

The BBC’s online review, Window of Creative Content, was launched in July in order to establish whether enough of its digital content is being produced by external companies, and also if it displays sufficient diversity.

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Online marketers and search and SEO experts are expected to welcome the news that Google is launching a new website specifically designed to carry information about its new tools and products.

Although Google has long been the leader when it comes to search engines, the firm has often frustrated the more tech-savvy among us when it comes to keeping us informed about its innovations. However, Google is hoping to deal with this by launching a site called Google New. The site is designed as a one-stop-shop for news and information about its new apps, websites, search tools and modifications.

The site will be updated on a daily basis and help to keep web marketers and affiliate marketers, who use the web to promote products, informed about how they can use Google to drive traffic and sell products.

Developments as far-ranging as the well know Google Instant Search facility, which was launched recently, to the less well-known 'Rich Snippets' tool for Google Maps will be featured on Google New. As a result, even the most tech-savvy of web users will be able to seek out all the information they need to use Google’s tools and applications to enhance their own business and marketing practices.

It is clear that Google is taking online marketing of its own products more seriously than ever with the addition of new information portals like Google New. It realises it can no longer rest on its laurels and that people want to know how to use the tools it provides. Google has also recently started to promote its search facilities through a series of online videos called Google Beat.

The videos give an insight into the most popular search terms each week – which has been a subject of media intrigue and discussion since Google became popular with the masses over a decade ago.

Most importantly, the entertaining videos and the launch of Google New shows that Google wants to ensure that general web users are kept informed about its technologically-advanced tools as much as the web experts are.

Industry onlookers claim that the new online marketing drive by Google shows that this type of advertising is essential even to a seemingly unbeatable brand like Google.