Is Small Business Finding Good Results In Social Media? [Infographic]

Small business in social media We can discuss how successful companies are using social media but it will be better to hear it from them, specially when it comes to small business.

I’m always concerned about small business because there is a huge difference in what it takes to be successful. When brands run online campaigns they’re usually backed up by a juicy number of ad impressions or other kind of support. Just a few days ago a friend asked me how we were able to get 100k Likes on a Facebook page so fast, I responded “they have a huge TV campaign”. His face filled with disappointment…

Point is, small business goes out there to fight with a stick. Guerrilla style. Most small businesses have pretty depressing stories when it comes to finding any success online. They don’t have the budget, the resources or the knowledge.

There are 2 infographics in this post.

The first one has some basic information on how small business sees social media. It doesn’t surprise me that 83% responded that they use social media because it’s free or inexpensive, which it’s absolutely not true. What surprises me in a good way is that their usage is increasing over the last 6 months and that they are starting to take their brands seriously by monitoring, looking at sentiment and facing all kinds of mentions.

Small Business Attitudes and Outlook

Infographic by Constant Contact

The second one I think is looking at a more realistic state. Here are some interesting points:

  • 88% believe social media will impact their business
  • but 67% will not increase their budgets
  • I expected this to be high but this number is impressive: 96% do not use any social media management
  • and of course having a structure in terms of organization is kind of obvious that is pretty much non existent

Let’s look at it…

The state of social media in small business

Infographic courtesy of: Social Strategy 1

How about you?

What is the state of YOUR business when it comes to social media? Can you share what’s your experience?

  • Great stuff, as usual, Francisco! Just added SocialMouths to my Blogroll!  

    The one thing that always comes up for us small biz folks is the time factor.  Not enough of it to go around anyway let alone adding the time-sucking vacuum of social media. With that said, I tell clients that time should be budgeted right along with cost.  The more time you spend — the more benefits you’ll enjoy!

    Keep up the great work!  😉

  • Sandra

    Hi Francisco. I first found you when searching how to create a fb landing page. I have followed you ever since. I am a commercial and portrait photographer with a background in programming. I have done as much research into building an online presence and program facebook and wordpress as time will allow. I have purchased materials to learn and feel pretty lucky I can program and design my own stuff. I am about to publish my first blog and I set up a Twitter account just yesterday. It is overwhelming all the materials that are out there to read and apply. Why do this? It seems to be the way to differentiate myself from the competition. A huge experiment. I will update you on my progress. Thank you for the informative posts.

  • Sandra,

    Thanks for following the blog, it means a lot. You’re right, all this whole social media and online marketing stuff can be overwhelming at times and we never stop learning about it. I tried to read as much as I can but have managed to limit myself to a block of time, we also need to take of business, right?

    Please let me know when you launch your blog so I can check it out. Good luck!

  • Judith,

    Thanks for your comment and for adding SM to your blog roll. I always thought a good idea for entrepreneurs is to keep track of things when it comes to social media activities and that way measure ROI, perhaps on a simple spreadsheet is enough.

  • Great information you have here! I know first hand (due to being a marketing & communications specialist for many small businesses) there are tons of small businesses NOT using social media, or going about it improperly. Hopefully, the 67% will acquire some social media kahunas & go to a social media expert before they’re too far behind. Thanks for the blog!

  • Hi @socialmouths:disqus ,

    This is a great post that summarize lots of the latests insights and changes in marketing 
    and the way small biz evolve 🙂

    Social Media has disrupted traditional customer processes in businesses, there is no more just a sales person, a marketer or a support person..e.g the person in charge of the twitter account does a little bit of both…

    If we look at the job of Community Manager, or the ROI of social media… this are not yet defined and measurable… 🙂

    the feeling is that SM makes a difference…

    88% believe social media will impact their business
    But not yet measurable with clear KPIs..
    but 67% will not increase their budgets
    SM is today a passion… passion for people, engagements and building relationships.. it’s what you do with those created relationships to grow your biz 🙂 and this is a challenge we all face 🙂

    thanks for this post, a keeper 🙂
    @SharelOmer:disqus 

  • Sandra

    I will do that, Francisco. I am reading some of your older posts. I did get Kristi Hines Blog Post Promotion book and it is great to navigate the tools out there. But what happened to PostRank today? I just can not keep up. First Facebook made changes and blew my landing page and now this.  

  • Second infografphic is certainly more plausible than the first one.  Constant Contact reporting such high numbers are using email marketing throws every other number into question for me.

  • I’m a big fan of using social media in business and I promote its usage with all of my clients. However, I have one problem with the majority of these surveys and their ‘results’. They don’t truly paint a clear picture of the extent of social media in business, especially in B2B. The companies doing these surveys are already involved in social media and the businesses they are surveying are too. They typically don’t include companies that aren’t currently participating in the use of social media. There have been a few studies done that show very low participation rates for B2B companies…much lower than what the above studies show.

    Those of us who are actively promoting the use of social media in business still have a lot of work to do. Which means the opportunities are wide open!

  • Thank you for posting this! I’ll share it with my social media students later this week. They say all the same things you list here – Feeling overwhelmed, not knowing where to start, not having the time, but believing it can be effective if they learn how to do it. Over the weeks I’ve spent with them, they report that the most difficult but helpful part of the class has been learning to put in the time to manage their sites. This article reinforces all the things they’re learning – Nicely done!

  • swagv

    But why infographics? They are basically “made by morons for morons”. They never tell you more than what you could learn in a paragraph or a few bullet points, but instead give you doodles to look at and leave you with the impression you actually learned more than you actually did.

  • Online Greeting Cards

    As we al know that the recessions period is facing all the countries & because of which the major losses take place to every firms.
    In todays world the small business is the most efficient & most productive business ever .
    Thanks for sharing with us.

  • This is another awesome post Francisco. Your blog doesn’t stop being so interesting and helpful. Thank you so much again for this wonderful opportunity that you have given to everyone.

  • Anonymous

    Great job on the site, it looks outstanding. I am going to save it and will make sure to check often

  • Anonymous

    While social media, on one hand is free, small businesses should really know how to carry out conversations. Furthermore, one must make sure to use tools that optimize the time spent on social media. Franciso, you have shared some tools in the past and I urge you to post some new tools that will helps small business owners make the best of social media. 

  • The challenge I’ve had when doing SM for small business owners has been; when asked about their brand, business, intended audience, customer etc…I’m met with a blank face/email. So I start to put together a campaign, they say nothing….then expect 20 new sales per day..if they don’t get it, they tell me “SM does not work, what am I paying you for”.  After experiencing this for two months with my last client, I made a decision not to do business with people…who don’t know their business! Less stress for both parties 🙂

  • Here in the UK, I’ve had several small businesses come to me asking for help with social media.  They don’t understand the large investment of time and energy that goes into building relationships with potential customers on social media and think that putting up a Facebook page will be some sort of panacea to generate more traffic. In every case, we discover that they’re leaving large amounts of money on the table because their website isn’t optimised and they haven’t even thought about which keywords they should be looking at.

    When I ran a course recently, I remarked that with at least four platforms where they should have some sort of consistent presence, it was hard to see where they would find time to actually do any work and there was universal agreement.Recently, Facebook ran some live marketing webinars for small businesses and it made me very cross because they kept going on about how easy and effective it was without really explaining how it could be done easily and effectively.  And then they took away the means to communicate direct with those customers who had actually taken the time to like the page.  And then they made it so that those customers couldn’t actually see updates about the wall content in their feeds – no matter how good it was – unless they actively engaged with the Page on a regular basis.  And then they started talking about Sponsored Stories and Facebook Ads to encourage interaction 🙁

    It’s all about educating them so they understand that the most effective FREE social media for beginners in a country where people have not embraced Facebook in the same way as our American cousins is to use it for additional SEO possibilities and then start trying to work the traffic that finds it through proper optimisation.

  • Do it myself, couldn’t see myself outsourcing it either, you need to know the business, this isn’t  a job for PR statements, you need to be able to answer questions and comment and get involved in discussions.

    Even in the companies I have worked for, Marketing is still looking at how to get invovled, but we have started to (thanks to me), so atleast we have a footprint.

  • small business

     This is great blog and I really impress with you idea. thanks for sharing with us these ideas and hope soon read to your new       article.      Great Job!!!

  • Erik Anderson

    A few things that jumped out to me:

    1. A big TV campaign to get 100k likes on a FB page?  If traditional advertising methods are being used to get to FB likes, how does that speak to SM as a method to drive revenue?  If traditional media is being used to drive traffic to FB, Twitter, etc. – what happens after that?  Is there any meaningful activity to actually sell something or is only about creating traffic to a website?  Even if so, couldn’t this have been achieved through the TV ad in the first place (at least in this example)?

    2.And what does a FB like really mean anyway? That a post will show up in someone’s timeline?  What if a company is trying to marketing to B2B where social media sites are often blocked during the work day?  I understand the role of social with respect to SEO, but if the point is to drive traffic to a website (which should be better at driving revenue than any social site).

    3. If small biz doesn’t have the “resources, budget or knowledge” then how can the succeed? Why even bother?  I won’t even broach the subject of what success means anyway…

    4.  When a small biz owner hears about “audience engagement” or “conversations” they don’t care.  What they want you to tell them is how that will make them money.  If you can’t show them a true path to that, then give it up.

    5. ROI – why do so many SM experts downplay this?  If money cannot be made doing this, then can anyone really expect a small biz owner to spend money on social media?

    I have long said that without any real way to determine a path to making money, small business owners don’t give a shit about social media.  It’s not for lack of knowledge on their part – it’s the lack of business smarts on the part of the social media echo chamber participants to be able to create a REAL business case of how social media marketing can acutally make money. 

  • Erik Anderson

    How can you put together a campaign for a potential client without knowing their business?  You may say it is their fault but it might actually be yours for not asking the right questions in a manner they understand.  Rethink your questions and if they still can’t answer them, then don’t even bother with a proposal.  By creating one, you are setting yourself up to fail.

  • Erik Anderson

    It is a little like much of what is found in the social media world – “a lot of sizzle, not a lot of steak”.

  • We can discuss how successful companies are using social media but it
    will be better to hear it from them, specially when it comes to small
    business.

  • Even in big businesses social media is important.

  • Just a few days ago a friend asked me how we were able to get 100k Likes
    on a Facebook page so fast, I responded “they have a huge TV campaign”.
    His face filled with disappointment…

  • I responded “they have a huge TV campaign”. His face filled with disappointment…

  •  We can discuss how successful companies are using social media but it
    will be better to hear it from them, specially when it comes to small
    business

  • Point is, small business goes out there to fight with a stick.
    Guerrilla style. Most small businesses have pretty depressing stories
    when it comes to finding any success online. They don’t have the budget,
    the resources or the knowledge.
     

  • Flurtee Gonzales

    Point is, small business goes out there to fight with a stick.
    Guerrilla style. Most small businesses have pretty depressing stories
    when it comes to finding any success online. They don’t have the budget,
    the resources or the knowledge.

    https://aestheticcenterhawaii.kaiserpermanente.org/

  • Ziggy Ward

    Point is, small business goes out there to fight with a stick.
    Guerrilla style. Most small businesses have pretty depressing stories
    when it comes to finding any success online. They don’t have the budget,
    the resources or the knowledge.

  • Ziggy Ward

    when it comes to finding any success online. They don’t have the budget,

    http://www.cvsangelcare.com/

  • FYVCIFUHBT LFVJUDAJVWTK

    Point is, small business goes out there to fight with a stick.
    Guerrilla style. Most small businesses have pretty depressing stories
    when it comes to finding any success online. They don’t have the budget,
    the resources or the knowledge.

    http://www.privatejetcharterflightslosangeles.com/