According to the Independent Retailer, one of the big shifts in shopping last year was the emergence of social ecommerce, as brands and retailers found that social networks aren’t just a means to extend their visibility, but also a way to pull in more revenue.

All but one of 24 marketers surveyed in a new report from the World Federation of Advertisers and research firm, Millward Brown, are committed to increasing the time and money they spend on social media in the next 12 months. Marketers surveyed say their fan pages are about generating insight, advocacy, loyalty and engagement from fans.

The report includes a checklist of basic requirements for social media campaigns, and a list of behaviors that are likely to successfully differentiate a campaign. Every social networker expects, at the very least, contests and giveaways, new product information, regular posts, special offers and trustworthy brand news