According to the organizations’ most recent “Small Business Success Index,” social media usage among businesses of fewer than 100 employees increased to 24%, up from 12% a year earlier. The most common approach is putting up a page on a social networking site, but a majority also participated in LinkedIn and monitored feedback about their companies on social networks.
A roadblock to small-business adoption of social marketing, according to half the respondents, is that marketing results via the channel, including identifying new customers, take longer than expected. And 17% are wary that social media gives customers an opportunity to criticize their businesses.
The telephone survey of 500 small-business owners was conducted in December.