64% of Small Businesses Don't Consider Social Media Important [Data]

Pamela Vaughan
Pamela Vaughan



As a business, do you fully understand how social media can benefit your marketing strategy? I ask this because, according to research released by eMarketer today , it seems like a lot of small businesses are confused about how engagement in social media can help achieve their business goals.

The way we see it, participation in social media has a number of great business benefits. It can help you demonstrate thought leadership, aid in lead generation , offer a platform for customer support, serve as a promotional vehicle for your content, and more. But ultimately and overall, social media is an extremely valuable tool for generating and increasing word-of-mouth buzz for your business.

Still, many small businesses don't seem to be making that connection...

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That said, 50% of those surveyed indicated that word-of-mouth recommendations is a marketing tool they can't do without. Furthermore, just about two in five respondents said word of mouth was the main way t hey gen erated business. At the same time though, only 4% of respondents indicated that social media and blogging were tools they couldn't live without.

Wait a minute. Isn't there a disconnect here? Word of mouth is obviously a priority for many of these small businesses, yet don't they understand that one of the main benefits of social media marketing is an increase in word of mouth buzz? Isn't social media, at its very core, word of mouth?

In a nutshell, small businesses aren't exactly treating social media as a priority, and with so many of them relying on word of mouth as a key marketing tool, there must be a lack of understanding here.

How Social Media Improves Word of Mouth Marketing

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