Does the size of a social media following matter? Although two in three SMBs (67%) say they favor quality over quantity, including a plurality (40%) who prefer very engaged followers, more than one in four (27%) SMBs place more importance on the number of followers than engagement level, according to a survey from Vocus and Duct Tape Marketing:
Below, additional findings from the report titled "Path to Influence: An Industry Study of SMBs and Social Media," by Vocus and Duct Tape Marketing.
Larger SMBs are more likely to favor a larger following: 34% of those with annual sales of more than $20 million prefer large follower bases regardless of interaction levels, compared with only 13% of those with sales from $5 million to $20 million.
B2B organizations, and those that market to the government (B2G), tend to favor a smaller yet highly engaged audience, whereas B2C organizations are split between the desire for large social media followings and engagement.
Value of Social
Most (87%) SMBs say social media is somewhat (58%) or very helpful (29%) to their organization; one in ten (10%) say social has no effect at all.
Interestingly, SMBs that are aiming to build a large but unengaged base are most likely to say social media is very helpful: 55% say so. By contrast, those focused on engagement are more likely to say social media is somewhat helpful: 68% do so.