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.
You may like these other MarketingProfs articles related to Social Media:
- Marketers' Top Worries About Twitter
- Five Qualities of an Exceptional Social Media Manager [Infographic]
- How to Use Instagram Landing Pages for Increased Engagement
- The Types of Social Media Content Employees Are Most Likely to Share
- How to Find a Perfect Audience on Social Media [Infographic]
- Creating B2B Social Media Content That Fuels Human Connections: Brooke Sellas on Marketing Smarts [Podcast]