A new survey says small businesses are increasing their social media presence. But is social meeting their needs?
Sophisticated social media strategies aren’t just for companies with piles of marketing dollars anymore.
Nearly half of the 1,200 small business owners surveyed by Manta, an online network for small businesses, devoted more time to updating social media this year than last year, and a quarter of those surveyed planned to allocate more of their budgets to social media and digital marketing this quarter.
And beyond investing increased time and money:
10 percent of companies said they spent more than 10 hours each week on social media
40 percent of those surveyed claimed to have seen definite results from time spent improving their company’s social media strategy
30 percent said they earned more than $2,000 as a result of social media
But some challenges persist, and not all the responses were a slam-dunk for social networking. Twenty percent of those surveyed struggled to generate enough content to update Facebook regularly, ten percent found LinkedIn the most difficult to navigate.
Manta CEO Pam Springer told USA Today that she sees many companies’ new emphasis on social media as a good sign, and that those who are disappointed may not be using social networks to their greatest advantage, or accurately measuring their results.
"They have a high propensity to become maybe not as patient as they should be," Springer said, saying managers feel, "'I don't want to deal with it. I don't have enough time. It's intimidating to me.'"