Despite much debate over the value of social networks to small business marketing, growing numbers of small business owners view social media as an effective tool, according to a survey from Constant Contact.
Surveyed small businesses report the biggest surge in the effectiveness of LinkedIn and Twitter, among the major social networks.
Overall, 8 in 10 (80%) small business owners say they conduct social media marketing, and among those who do...
- 82% say Facebook is effective for their business, up 7 percentage points (PPs) from the 75% who said so in May 2012.
- 29% say LinkedIn is effective, up 19 PPs from the 10% who said so in May.
- 25% say Twitter is effective, up 18 PPs from the 7% who said so in May.
- 15% say YouTube is effective, up 12 PPs from the 3% who said so in May.
Among small business owners, Pinterest (9%), Yelp (6%), and Google+ (5%) rank lower in business effectiveness.
Below, additional findings from Constant Contact’s small business survey, conducted in December 2012.
Social Media S.O.S.
Though small businesses view social tools as increasingly effective, they lack confidence in their skills: 54% cite social media marketing as the marketing task they most need help with.
That lack of confidence may explain their fairly low frequency of social media posts.