Small Businesses Adopt Social Media As A Go-To Marketing Tool


Social media is now the second most-used online marketing tool among small businesses, according to a May 2013 survey by Constant Contact.

An impressive 87% of small businesses now run some form of social media marketing, compared to just 10% five years ago.

However, email — used by 98% of small businesses — remains the most popular form of marketing. (A separate study found that e-mail had quadrupled its share of customers acquired at many businesses over the last four years.) 

The Constant Contact survey polled 917 decision-makers at U.S. small businesses.

As small businesses grow more comfortable with social media, they are also adapting their marketing efforts to the newer platforms. Constant Contact surveyed the same pool of small businesses back in March to find out which social media platforms they find effective for doing business:

  • Facebook: 82% (vs. 75% in May 2012)
  • LinkedIn:  29% (vs. 10 percent in May 2012)
  • Twitter:  25% (vs. 7% in May 2012)
  • YouTube:  15% (vs. 3% in May 2012)
  • Pinterest:  9%  (vs. 1% in May 2012)
  • Yelp:  6% (vs. 2% in May 2012)
  • Google+:  5% (vs. 1% in May 2012)

In other words, Facebook remains dominant, but small businesses also are successfully expanding their engagement to reach audiences across multiple networks.

Download the chart and data in Excel.

BII smallbiz social marketing


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By: Dr. Augustine Fou Friday, July 5th, 2013 news

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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