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Small Businesses Embracing Social Media With Integrated Approach

November 30, 2011
  |  11,765 views

Growing numbers of small businesses continue to adopt social marketing: 81% now report using social media channels to market their businesses, up from the 73% reported six months earlier, according to a survey from Constant Contact.

Among those now using social media channels, 65% say such tools complement other forms of marketing.

For example, asked which communications platforms are among the three most important when executing a campaign, small businesses cite email first (88%), followed by Facebook (56%), websites (53%), Twitter (29%), advertising (23%), and direct mail (22%).

Below, additional findings from The Fall 2011 Attitudes and Outlook Survey by Constant Contact. 

Top Social Media Channels


Facebook (96%) is the top channel among small businesses that use social media, followed by Twitter (76%), LinkedIn (62%), and video-sharing sites (53%). The use of Google+ (30%) among small business social marketers has already surpassed MySpace use (19%).

In addition, roughly one-half (51%) of small businesses that use social media publish a blog. 

Among small businesses that use social media, 61% say their efforts overall are effective. Across various social media platforms, effectiveness appears to be improving:  

  • 60% of those using Twitter find it effective for marketing their business, up from 47% six months earlier (Constant Contact's Spring 2011 survey)
  • 55% of those using LinkedIn find that channel effective, up from 47%. 
  • 86% of those using Facebook find it effective, up from 82%. 

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