Small Businesses Are Favoring Twitter and Facebook Over Others
Small businesses are spending more time on social media this year than last, but which platforms are topping the bill?
Marketing software company VerticalResponse surveyed 462 small businesses (93 percent with less than 100 employees) and found that 66 percent are spending more time on sites like Twitter and Facebook compared to a year ago. Breaking it down even further, 43 percent spend six or more hours a week on social media.
When it comes to individual platforms, it appears that Facebook and Twitter are still reigning champs. Ninety percent of small businesses surveyed are on Facebook and nearly 70 percent are on Twitter. But other networks like LinkedIn, Google+, and Pinterest are being ignored.
Of those surveyed, only 50 percent post to LinkedIn, 32 percent update Google+, and 29 percent share pins on Pinterest. But being present and being active are two different things. After digging a little deeper, we learned that only four percent of small businesses interact with LinkedIn daily. Google+ and Pinterest saw equally dismal numbers, neither climbing above four percent.
It’s possible that these low engagement numbers mean small businesses aren’t yet seeing the kinds of returns that justify their investments. Bandwidth could be another concern, as each platform requires a bit of research, strategizing, and regular monitoring — something not all small businesses are equipped to handle.
Yet, more small businesses have increased their social media budget than decreased. You can find more statistics about how small businesses are spending their time and money in regards to social media in the info graphic below. Regardless of your industry, it’s important that you enter into social media with clear goals for your business or brand. Know who your target audience is and where they are, and pay attention to engagement to determine which content is garnering ideal returns.