The growth of social media use by smaller businesses has doubled in less than a year. In a poll of 269 companies carried out by Daryl Willcox Publishing, 54% said they use it, compared with 27% last December, with more than a third posting updates every day.
LinkedIn emerged as the most popular choice, used by almost three quarters of the companies, with Facebook used by 64% and Twitter 63%.
Among companies that don’t use it, lack of time was the main reason cited (35%), although a large minority (31%) said their customers didn’t use it. A quarter said they didn’t understand it.
Sixty percent reported a positive impact on their business. Main reasons for using it were networking, attracting new customers and raising brand awareness, although a few (14%) said they were doing it just because everyone else was. Unlike big brands, few used it to offer incentives such as money-off vouchers.
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