A new study from SocialStrategy1 and OfficeArrow indicates that more than two-thirds of business owners will not invest in social media in 2012.
The study, outlined in an infographic at Mediabistro.com, suggests that while an overwhelming majority of small business owners understand how social media can have a direct effect on their bottom-line, less than a third of them plan to actually invest in it.
The study analyzed 343 executives from companies of less than 10 employees each.
So how are small businesses using social media?
- 61% have tried Facebook
- 48% have tried LinkedIn
- 37% have tried Twitter
- 14% have tried Google Plus
And why are small businesses using social media?
- 48% want to increase brand awareness
- 33% want to generate more leads
- 32% want to improve customer service
- 17% want to enhance ratings and reviews
- 31% don’t know where to start
And who do small businesses assign to manage their social media?
- 18% manage it themselves
- 15% outsource to a specialized service
- 13% don’t even use social media
- 8% assign it to the marketing department
- 4% assign it to a director
- 3% assign it to the IT department
And the most surprising statistic of all: only 30 percent of small businesses plan to invest in social media next year.
One reason for the lack in social media interest might be the fact that only 4 percent of those polled actually used social monitoring programs, suggesting that 96 percent don’t have an accurate understanding of how their current social strategies are performing. Another reason might be that many small businesses reported being overwhelmed with information overload, having too many different social networking websites to manage with not enough employees to realize its true potential.
Does your company plan to invest in social media next year? If so, how?