Well, this is a bit troubling.
A new survey conducted by industry group The Alternative Board (TAB) found that nearly two out of every three small business owners (or 59%) think social media is not that essential to business operations. It’s an interesting result given how much social media has invaded every area of our lives. Tweets pop up during political debates, Facebook is now the official holder of all baby photos.
What’s happening? It’s obvious that many business owners have not quite embraced social media as a new form of marketing, a way to find new clients and customers, or a primary avenue for sharing content created to promote the corporate brand.
It also points to a perception about the value of social. Of those surveyed, 18% don’t have a social media presence at all, and 67% are “newbies” and have beginner or intermediate users running campaigns. 22% of those surveyed said they only check social media once or twice per year. 64% said they check social once or twice per week. (The survey group is a mix of TAB members and non-members.)
It’s also interesting how the survey participants ranked social media sites. Even though Facebook is by far the bigger footprint with 1.6 billion users (and a billion using the Messenger app), they ranked LinkedIn as the most effective (38%), then Facebook (at 32%), Google+ (at 17%), and Twitter (at 6%). LinkedIn is perceived as a business channel, but it’s surprising they don’t see Twitter as that useful.
“Business owners have trouble understanding the importance of social media because they don’t understand the ways to monetize or measure the return on investment, or perhaps they previously invested a significant amount of time or money into the tactic and saw no return,” says Jodie Shaw, the Chief Marketing Officer at TAB.
You can read the other half of this article on INC: http://on.inc.com/2aDZ5kE
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