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SMBs and Social Media: Follower Engagement, Top Channels, Budgets, Use Levels

September 18, 2012
  |  12,885 views

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.


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  • by Rishi Tue Sep 18, 2012 via web

    I would just like to add that entering/adopting certain social media platforms really depends on the kind of business you are. For example, B2B-focused companies should be focusing their efforts on such platforms as LinkedIn, Slideshare, and Twitter; while B2C companies may want to focus more on Facebook, Pinterest, and Twitter among others. Target the right platforms first and your audience will find you :) For more social media cheat sheets, check out or tips and tricks at http://mdv.to/NmISj3

  • by Steve Lubahn Tue Sep 18, 2012 via web

    I like the sections of this article on current and past use of social media, and also the predicted top five platforms for growth.

    Also good insights on push vs pull use of social media to interact with customers

  • by Rachel Agheyisi Tue Sep 18, 2012 via web

    So, what does the survey REALLY say about the value of social??? I see the %tages, but I'm not sure if they really indicate VALUE. For example, why would any enterprise (SMB or not) spend resources building large but unengaged followership, and indicate that social media is very helpful??? I'm not quite getting it. Maybe there's more in the full survey report --hmmm.

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