Social media is widely touted as a valuable—albeit accessible and inexpensive—way for companies to promote their business and interact with audiences, but it’s a marketing tool many small businesses still choose not to use, according to recent findings released by portfolio website Visual Object.
Visual Object’s survey, which sought to gauge how small businesses are using social media today, discovered that while a majority (63 percent) of small businesses currently have some form of social media presence, more than a third (38 percent) forgo creating any social media pages for their business.
Nearly a quarter of small businesses without a social media presence (22 percent) said they plan to invest in social media at some point. However, 16 percent said they’re unlikely to ever use social media for their business in the future.
How small businesses manage their social media pages.
When it comes to the type of content small businesses are most likely to share, images or infographics are most popular (29 percent), followed by offers/promotions (22 percent) and video (16 percent).
Nearly a third of small businesses (30 percent) admitted sharing content multiple times a day, though nearly the same amount (29 percent) post multiple times a week, and 16 percent post once a day.
The survey also discovered that a majority of small businesses (56 percent) manage their social media accounts in-house, although more than a third (37 percent) hire freelancers and more than a quarter (28 percent) rely on an outside agency. Only 25 percent rely on the use of influencers.
Finally, the survey found that fewer than a quarter of small businesses (24 percent) track social engagement via likes, shares or comments. However, more than a third (37 percent) use some form of social media management software like Hootsuite or Buffer to oversee their social media presence.
The Visual Objects survey polled nearly 530 U.S. business owners and managers stationed at companies with 500 or fewer employees. Research was conducted at the end of 2018 using brand intelligence research company Survata.