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.
Only 13% of small business owners post to Twitter on a daily basis, while only 10% post weekly to LinkedIn:
Small business 2012 year-end revenue reports did not match their mid-year optimism:
- 38% say revenue increased more than 10% over the 2011 levels vs. 52% who projected that level of growth in May 2012.
- 21% reported revenue increased less than 10%, vs. 27% who forecast such growth as of May.
- 23% say revenue remained flat, vs. 13% who forecast no growth as of May.
- 8% say revenue decreased less than 10%, vs. 4% who forecast such declines as of May.
- 10% say revenue fell more than 10%, vs. 3% who projected those declines as of May.
About the data: Findings are based on a December 2012 survey of 1,100 participants in the Constant Contact Small Biz Council, a research panel of US small businesses and nonprofits recruited via the Constant Contact customer base. Results include responses from respondents across a range of B2B and B2C industries.
Continue reading "Small Business Marketing: LinkedIn, Twitter Growing in Effectiveness" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Social Media:
Ad Creative Best-Practices for Reddit [Infographic]
Which creative approaches work best for advertisers on Reddit? To help marketers optimize their campaigns, the social platform created this infographic. read this »
Hot Topics: The Summer Conversions Trending on Twitter [Infographic]
Based on what's been trending on Twitter, this summer is going to be all about live music, discovery, and thrills. read this »
Four Things TikTok Can Teach Us About Presentations
TikTok may be the world's favorite time-waster at the moment, but lessons about speech and presentation can be learned from the annals of its scroll-happy user base. read this »
The Top Pride Hashtags on LinkedIn [Infographic]
To help marketers figure out the best hashtags to use on LinkedIn this Pride Month, the professional social network created this infographic. read this »
The Benefits of Talking About Sustainability on LinkedIn [Infographic]
Explore how addressing sustainability topics on LinkedIn such as emissions and renewable energy can help boost engagement with audiences and influence purchase decisions. read this »
How to Know Whether TikTok Is Right for You or Your Business: Wave Wyld on Marketing Smarts [Podcast]
Is TikTok right for business? Is the platform mature enough? How do you get started? We try to answer those questions and more in our conversation with Wave Wyld, a TikTok consultant and queen of trend alerts. read this »