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Social Media Use by Small Businesses [Infographic]

by Ayaz Nanji  |  
September 24, 2014

Small and midsize businesses (SMBs) now spend more on social marketing than on any other media category, according to a recent report from BIA/Kelsey.

The survey of 546 SMBs (defined in the report as companies with 1 to 99 employees) found businesses spent 21.4% of their total media budgets on average on social media in the past 12 months.

Three-quarters (74.5%) of SMBs reported using social media to promote their businesses in some way in the past year—again, more than any other category of media.

The report was based on data from the Local Commerce Monitor—an ongoing survey of SMBs in the United States that tracks 35 different channels used for advertising and promotion. The media/platforms examined include online, traditional, mobile, local coupons, social, video, broadcast, local directories, giveaway items, and community sponsorships.

Overall, Facebook dominates SMB social media usage, with 55.1% of businesses surveyed saying they have a Facebook page for business use, and 20% percent reporting they have run a Facebook ad or promoted post.

Other social platforms respondents reported using frequently to promote their businesses include LinkedIn, Pinterest, Instagram, and Twitter.

About the research: The report was based on data from Wave 18 (3Q14) of the Local Commerce Monitor—an ongoing survey of small and midsize businesses. The survey was conducted in July 2014 and had 546 respondents.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Nancy Wed Sep 24, 2014 via web

    Thanks Ayaz, This is a good post. My question is what are the results of social media or Facebook advertising? I wonder if they were advertising somewhere other than social prior. Interesting numbers and facts.

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