At Ideen, we research and write about small businesses and
social media. So, when we see someone
else’s good research on these topics, we like to share it and acknowledge the
good work.
Last week, the web site hosting company Endurance released
its findings regarding very small businesses’ (VSBs) use of social
media. The bottom line: 90% of VSBs are
participating, but don’t have a strategy or clear goals.
Facebook gets the lion’s share of VSB participation at 87%,
followed by Twitter at at 53%. About 50%
of VSBs use LinkedIn, while YouTube and Google+ both attract 36%. The laggards? Pinterest and Instagram, at about 20%.
One of the reasons VSBs may be less social media savvy is
because the person in charge of the online presence is the VSB owner (80% of
the time). VSB postings typically are
haphazard, because of resource constraints and the lack of a social media
calendar. When there are just a few employees,
social media become “another duty as assigned.”
Who has time to engage?
Now…fast forward to Monday, 23 June…according to findings
released in Gallup’s State
of the American Consumer report, only 5% of Americans report that social
media have “a great deal of influence” on their purchase decisions. At the other end of the scale, 62% report
that it had no influence at all. The
results indicate that consumers are more open to dialogue or conversation – as
opposed to advertising and a hard sell – and use social media primarily to
connect with friends and family.
For VSBs, the message is clear: pick your social media channels
carefully, develop a plan, and invest your time wisely. Focus your efforts on engaging and
discussing, sharing and helping. Choose
social media platforms that are the best fit for your brand. Focus like a laser and make contributions that are relevant and helpful. Otherwise, your
customers just don’t care.
