SMBs ‘missing the mark’ with social media
Many businesses are following the trend of adopting a social media strategy, but not all of them are successful.
This is according to the 2013 Yellow Social Media Report, which found that many small and medium-sized businesses (SMBs) lack direction in this part of their marketing drive.
Results showed that just 29 per cent of small businesses do not have a strategy to direct traffic to their social media sites, while only a quarter measure return on investment.
For medium-sized businesses, these figures stand at 24 and 28 per cent, respectively.
With more Australians now using social media, it is becoming all the more important for companies to make sure they maximise the opportunities that these channels provide.
Further statistics from Yellow Pages reveal that 65 per cent of Australians are now using social media, compared to 30 per cent of small and 47 per cent of medium businesses.
Kelly Brough, executive general manager of digital partnerships and innovation at Sensis, said that there are "clear opportunities" for businesses to build customer relationships and sales through social media.
"For the first time the report has also seen mobile devices replace laptops and PCs as the preferred method of accessing social media, so it’s vital small and medium businesses pay close attention to the mobile experience they offer consumers," she noted.
There has also been a shift in how consumers access their favourite social networking sites – 67 per cent of people now use smartphones, compared to 53 per cent just one year ago.
Meanwhile, the proportion using laptops and PCs has declined significantly over the past 12 months.
Social media marketing is no longer something that businesses of any size can choose to ignore – with the potential to boost sales and improve customer engagement, it's not difficult to see why.
Posted by Emma Furze