The advertising landscape has seen a boom in Social Media Mavens -- people who engage heavily in social platforms to drive marketing goals. Just who are these advertisers? They aren't the smallest of businesses; in fact, they're spending 11% more than the average advertiser and tend to spend a lot on broadcast, cable, and radio. And 76% manage their own online social presence. Our report dives deep into the phenomenon with a 26-page summary that includes 24 charts and tables in PDF format, plus the full results in Excel format of our 44-question survey of 3,293 local advertisers who believe Social Media is one of their best sources of new customers. The Excel data includes 14 worksheets with more than 100 tables and charts. The report offers details on what type of advertisers are engaging in social media, which are buying ads and boosted posts, and how the measure success. It also offers our observations, and a handful of predictions for 2017. The report is free to Borrell subscribers, and $ 995 for non-subscribers. A free executive summary is available for download.