Interest in using Facebook, Twitter and other social networks for business is up considerably over last year. While generating leads continues to be the top perceived benefit of social media, more businesses recognize the value of social media for improving the customer experience.
Social Media Sites Beneficial to US Small Business (% of Small Business Respondents) | ||||
| Perceived Benefit (% of Respondents) | |||
Site | Very Beneficial | Somewhat | Not Very | Do Not Use |
29.7% | 25.4% | 12.5% | 32.4% | |
14.6 | 17.6 | 14.0 | 53.9 | |
YouTube | 13.6 | 17.4 | 14.0 | 53.9 |
12.9 | 20.1 | 15.2 | 51.9 | |
MySpace | 10.8 | 14.4 | 17.7 | 57.2 |
Groupon | 7.6 | 8.6 | 12.2 | 71.5 |
Yelp | 7.0 | 11.2 | 11.0 | 70.7 |
Living Social | 6.9 | 7.7 | 11.7 | 73.7 |
Foursquare | 4.3 | 9.7 | 12.8 | 73.3 |
Source: Ad-Ology, January 2011 |
C. Lee Smith, president and CEO of Ad-ology Research, says "... these businesses are putting more resources into video, and many of them are looking to jump in to mobile... becoming increasingly savvy on how to market with websites and social media... seem ready to try new ways to reach their customers... "
There are many objectives companies find social media outreach useful for, but lead generation was the top benefit reported, selected by more than half of small-business owners. The study also found that small-business owners reported that monitoring what is being said about their businesses a significant benefit. Improving customer experience was third in importance.
Social Media Benefits to Small Business (% of Respondents) | ||||
| Perceived Benefit (% of Respondents) | |||
Benefit | Very Beneficial | Somewhat | Not Very | Do Not Use |
Generating leads | 27.3% | 29.9% | 9.7% | 33.1% |
Monitoring what said about own business | 26.3 | 27.7 | 10.4 | 35.6 |
Keeping up with industry | 24.9 | 28.3 | 11.2 | 35.6 |
Improving customer experience | 24.5 | 27.8 | 13.0 | 34.7 |
Competitive intelligence | 23.8 | 27.8 | 11.0 | 37.4 |
Finding vendors/suppliers/partners | 18.2 | 26.6 | 14.1 | 41.1 |
Resolving problems | 16.6 | 24.6 | 18.0 | 40.8 |
Background checks | 15.0 | 20.3 | 9.3 | 55.3 |
Recruiting | 12.5 | 20.6 | 13.2 | 53.7 |
Source: Ad-Ology, January 2011 |
Other key findings from the study:
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