Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Small Businesses Stepping Up Social Marketing


Nearly two-thirds of small businesses (66%) are spending more time on social media marketing in 2012 than they did last year, according to a survey from VerticalResponse.

In addition, the proportion of small businesses that have increased their social media budgets in 2012 is 4 times higher than the proportion of those that have decreased social budgets, the study found.

Below, additional findings from VerticalResponse.

Among the small businesses surveyed, a plurality (43%) dedicate six or more hours per week to social media marketing, 25% spend 6-10 hours per week, and 7% spend 20+ hours a week on social marketing.

Among CEOs and business owners surveyed (43% of respondents met that criteria), more than one-third (36%) spend 6+ hours on social media marketing, but nearly the same proportion (33%) would rather spend less time doing so.

One reason may be a lack of clear value: Only 36% pay for some type of analytical or scheduling tool for social marketing. Among those 36%, most (57.5%) spend $26+ per month on their tool.

Top Channels

Among the small businesses surveyed:

  • 90% use Facebook, and 15% do so several times a day.
  • 70% use Twitter, and 21% do so several times a day.
  • 50% use LinkedIn, and 4% check in several times a day. 

Roughly 3 in 10 small businesses use Google+ (31%) and Pinterest (28%).


Small businesses understand the value of content, but time is an issue: 55% publish a blog, and among them 42% publish content 2-4 times each month. However, finding content to share is the most time-consuming social media task:

About the data: Findings are based on an online survey of 462 small businesses (93% had fewer than 100 employees), Sept 17 to Oct 5, 2012. Some 43% were owners or sole proprietors of their business.

Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Nick Stamoulis Wed Nov 7, 2012 via web

    I think Pinterest is huge in certain industries but other niches don't know what to do with it just yet. It's definitely a great social site for B2C companies that work with food, art, clothing and design.

  • by Melissa Kelly Wed Nov 7, 2012 via web

    This is a great infographic with a lot of interesting numbers. Everyone is seeing the effects of social media, even with the way it is affecting SEO and Google's algorithm to customer engagement and online brand protection. With increasing usage of social media business need to be aware of their brand on social to make sure the impact is pretty positive. In one of my latest articles I've actually written about how social media affects your brand. Check it out here:

  • by Malissa Kelsch Sat Nov 17, 2012 via web

    Thanks for the research. It was helpful.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!