JC Lupis | Marketing Charts | Thu, 01 Dec 2016 14:00:00 +0000

The use of social media marketing by small and medium-sized businesses (SMBs) in the US continues to grow, according to new data released by BIA/Kelsey. In its latest survey of 1,000 SMBs, more than three-quarters (77.6%) reported using social media to promote their businesses, up from 73.2% last year.biakelsey-smb-use-of-social-platforms-dec2016

Facebook continues to be the leading platform by a wide margin, with almost half (45%) of SMBs surveyed saying they have a Facebook Page. In a nod to Facebook’s fast-growing advertising revenues (more than 3 million active advertisers as of Q1), the survey found slightly more SMBs using Facebook ads (25%) than maintaining a presence on LinkedIn (24.2%) and Twitter (23.9%).

Those results bring to mind recent data from The Temkin Group, in which consumers said they were more likely to visit company pages on Facebook on a daily basis than to read or update their own accounts on other social platforms.

That’s not to say that other platforms aren’t gaining steam, though. BIA/Kelsey reveals, for example, Snapchat is starting to gain favor with SMBs, as those using the platform are seeing better ROI from it than others.

SMBs are also making greater use of video, per the analysis, which notes that video on Facebook and Twitter is also generating strong ROI for these businesses.

About the Data: The results are based on BIA/Kelsey’s ongoing tracking survey of SMBs, the Local Commerce Monitor (LCM). An SMB is defined as a business having between 1 and 100 employees. The survey was conducted in July 2016 among 1000 SMBs.