86% of small businesses find Facebook effective (infographic)

86% of small businesses find Facebook effective (infographic)

Summary: 96 percent of small businesses who use social media marketing, pick Facebook as their tool of choice. Of those, 86 percent find it effective, according to a recent survey.


Small businesses are becoming more comfortable with social media marketing and are using it more when engaging with customers, according to the Fall 2011 Attitudes and Outlook Survey from engagement marketing company Constant Contact. Of those using social media marketing, Facebook continues to be the tool of choice for small businesses: 96 percent report they use it. Of those, 86 percent find it an effective tool (up from 82 percent in the last seasonal study).

This survey was administered in October 2011 to 1,972 small business owners and employees. Of the respondents, 87 percent of are located in the US and 81 percent of these organizations have 25 or less employees.

In the last six months, small businesses using online marketing tools revealed a significant reduction in perceived barriers to adoption of social media, according to the survey. There is increased awareness that social media marketing need not be time-consuming or difficult, which were both obstacles reported in Constant Contact's Spring 2011 study.

Small businesses report allocating more time to social media marketing: 81 percent reported using it to advertise their businesses, up from 73 percent in the spring of 2011. When asked why:

  • 83 percent said it is low cost (up from 72 percent).
  • 67 percent said it is easy to use (up from 54 percent).
  • 51 percent said their customers use social media channels (up from 38 percent).
  • 45 percent said it didn't take a lot of time (up from 31 percent).

"Small business are still learning how social media marketing can help them grow their customer relationships," Mark Schmulen, general manager of social media at Constant Contact, said in a statement. "Just six months ago, they were learning the ropes and finding out what social media marketing tools were available. Now, they are beginning to understand more about what social media marketing can do for them."

See also:

Topics: Social Enterprise, SMBs

Emil Protalinski

About Emil Protalinski

Emil is a freelance journalist writing for CNET and ZDNet. Over the years,
he has covered the tech industry for multiple publications, including Ars
Technica, Neowin, and TechSpot.

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  • RE: 86% of small businesses find Facebook effective (infographic)

    I saw an Infographic on Twitter today actually on www.lovehatedata.com that said that 40% of companies admit to having no training or governance of social media.

    Quite amazing really when you consider that in order to utilise social media properly you need to be using it pretty much daily, and even though it should be a relatively basic process you see many companies getting it wrong.

    Thanks for the Infographic Emil.

    • RE: 86% of small businesses find Facebook effective (infographic)

      @petertarlan04 It doesn't really surprise that certain companies have no social media training - I am surprised that the percentage is really that high though. I shouldn't be so surprised considering that my company actually just hired a marketing company that deals directly with word of mouth online marketing via social media outlets like Facebook and YouTube. The company, MagicBuz, I believe actually creates conversations on other websites like personal blogs and messages boards with the ultimate goal being traffic back to Facebook and our company website. Personally, I think its an ingenious way to bring customers around via their own opionions.
  • RE: 86% of small businesses find Facebook effective (infographic)

    Thank you, Emil, for posting this infographic. I work with the Campaign for Free Enterprise, a project of the U.S. Chamber of Commerce, and we believe that social media can go a long way to strengthen America's small businesses. The U.S. Chamber of Commerce, Facebook, and the NFIB are coming together to educate American small businesses on the benefits of social media marketing with webinars, collateral, case studies and tips. Starting in January 2012 and following the education effort, Facebook will begin awarding businesses up to $10 million worth of free Facebook advertisements. (Learn more here: <a href="http://ow.ly/7y519" target="_blank" rel="nofollow">http://ow.ly/7y519</a>) Well be sure to share this infographic with our fans.<br> <br>
    Free Enterprise