Only a quarter of small businesses in regional areas are using social media.
Only a quarter of small businesses in regional areas are using social media. R Michael Stuckey

Firms missing out on social media

SMALL businesses on the Fraser Coast and other regional areas are neglecting social media, a new study has shown.

The 2012 joint report between Sensis and the Australian Interactive Media Industry Association found about 25% of small and medium businesses in regional areas were using social media, a jump of 10% in the past year.

Despite the growth in social media use, the study found most businesses were not measuring the impact their social media sites had.

Of those businesses already on social media sites, about 88% said they would continue to invest in their presence.

About 72% expected social media would contribute to revenue growth in the next year.

The report showed however that businesses weren't doing what consumers wanted the most, which were giveaways and discounts from businesses on their social media sites.

About 34% of small businesses and 27% of medium businesses on social media used giveaways to drive traffic.

"The research indicates businesses are focused on establishing, maintaining and updating their social media presence rather than driving people to it," Sensis spokesman Simon Betschel said

"There is a clear opportunity to build consumer relationships and sales through social media however businesses need to understand more about how and when to connect with their followers."

Mr Betschel encouraged businesses to have a strategy for social media.

 

Social media

  • The most common use of social media was to encourage ratings and reviews from customers.
  • 83% of small businesses using social media have a Facebook account, compared to only 27% on Twitter.
  • 79% of medium businesses on social media have a Facebook account.


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