The good news, according to the SMB Group, is that the overall use of social media is up from 44 to 53 percent among small businesses (1-99 employees) and up from 52 to 63 percent among medium businesses (100-999 employees). The bad news, however, is that many businesses continue to take a haphazard approach to social media marketing.
“The needle for SMBs [Small and Medium Businesses] using social media as part of a planned, corporate strategy has barely moved at all,” said SMB Group Founder and Partner Sanjeev Aggarwal. “More SMBs are using social media, but they lack the solutions, expertise and guidance to integrate them with other business processes and use them more effectively in their businesses.”
In the 2012 Small and Medium Social Business Study, the SMB Group found that small and medium businesses that use social media strategically are more satisfied with the results than ad hoc users, who are more skeptical about the value of social media. The study also shows that businesses that use social media as part of a planned corporate approach are two times more likely to anticipate revenue growth than ad hoc users.
Developed in partnership with CRM Essentials, the 2012 Small and Medium Social Business Study assesses how and why small and medium businesses (SMB) are using social media in their businesses today. The study also provides trending analysis based on comparison with SMB Group’s 2011 Small and Medium Social Business Study.