Is Social Networking Showing Up As A Line Item in Marketing Budgets Yet?

The use of Social Networking as a prospecting, customer service and overall business tool is clearly on the rise. One way to tell when a new discipline gains solid adoption is when it gets its own budget line item (vs being stuck under customer service, or branding or wherever else creative budget managers choose to slide it under..). Is it showing as a line item on your budget and are the $ allocated expected to grow this year over last?