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BizReport : Social Marketing : August 13, 2014

Facebook is the go-to social channel for people researching local businesses

Facebook is the go-to social channel for people looking for more information about a local small business, according to new research by G/O Digital.

by Helen Leggatt

As new businesses pop up locally, I increasingly find myself searching for them on Facebook rather than any other social channel. On Facebook I can see photographs of the business, see reviews and read comments posted by others. It seems I am not alone.

When G/O Digital asked consumers which social channel they use to find out more about local businesses, Facebook came out tops. Almost two-thirds (62%) sited Facebook compared with just 12% who said Pinterest and 11% Twitter.

A whopping 80% of those surveyed said they'd be more likely to make a purchase after seeing positive user comments on a company's Facebook Page and 41% rated seeing customer reviews and ratings as the most important aspect of a business' Page.

Talking to Inside Facebook, Jeff Fagel, G/O Digital's CMO said that today, Facebook is a crucial element of day-to-day communication with more than half of the network's users engaging more than six days a week.

"If you're looking at it as a small business, there's a sense of fear and nervousness when it comes to a small business owner deciding to spend $500 or $1,000 on marketing," said Fagel. "The fear isn't about the marketing strategy, but about tossing money down the drain. Offers really provide a proof of success, that if you're spending $500 or $1,000, then there's actually a return on it. There's less room for error with small business."

It's interesting to note that among those surveyed by G/O Digital, restaurants had the highest engagement (38%) among those searching for local businesses. Earlier this year, Facebook made it easier for users to check out a restaurant's most important ingredient - its menu - by allowing their display on a restaurant's Page.

Gil C /

Image via Shutterstock

Tags: search trends, small business, social media

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