RSS feed Get our RSS feed

News by Topic

BizReport : Social Marketing : May 12, 2017

51% of U.S. SMBs have no Facebook Page

New research reveals that more than half of SMBs in the U.S. do not have a Facebook Page, and of those that do only half experienced positive ROI.

by Helen Leggatt

Manta's survey of 4,700 small businesses in the U.S. (fewer than 10 employees) found that only 49% had a Facebook Page. The main objectives for having a Facebook presence were cited as being awareness, attract new customers (by phone or by website traffic), and customer retention.

However, half of those SMBs with a Facebook Page were seeing a positive ROI, found Mantra. This might be explained by other findings of the survey such as 58% spending less than an hour a week on Facebook marketing and only 9% posting daily (the majority (58%) posting "a few times a month").

Manta interviewed social media experts to come up with answers to common questions asked by business owners about Facebook. Regarding the topic of post frequency, Allison Baker, social media and marketing coordinator for H2O Media Inc., recommended one to three times per day.

"You don't want to bombard your followers, but you don't want them to forget about you either," advised Baker. "Having a consistent, daily presence is extremely important on social media. Even if you're only posting something like an inspirational quote, your followers will still see your business name and logo, and this will keep you top of mind."

Earlier this year a survey of small businesses by B2B ratings and review firm, Clutch, found that many small business owners are not using social media, instead harking back to marketing headlines from several years ago that expressed doubt in the value of Likes or Tweets.

"They are missing out because of their own viewpoint on the topic, [made] from believing five- to six-year-old headlines and not recapturing the maturation of the space," said Joshua Dirks, CEO of Project Bionic, a Seattle-based creative marketing agency.

Tags: marketing, research, small business, social media

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.