Confirmed: Social media requires significant time commitment

Confirmed: Social media requires significant time commitment

Summary: About two-thirds of the small-business owners recently surveyed by VerticalResponse spend at least six hours per week on social networking and related social marketing activities.


Facebook and Twitter continue to be the dominant social networks for small businesses interested in building their marketing presence via social media, according to a new survey by Vertical Response.

Fully 90 percent of the 462 small-business owners surveyed by the marketing services company said they are active on Facebook, while 70 percent are using Twitter. That compares with just 32 percent for Google+ and 29 percent for Pinterest, according to the survey.

The other theme that sounds loud and clear is one that I mentioned a few weeks ago in another post about this subject: Many small-business owners are struggling with the time commitment and investment that social media takes; they are balancing it against the payback.

The survey results show that 43 percent of respondents spend six or more hours per week on social media activities; while 25 percent spend six to 10 hours. Whether or not that time is borrowed from other things (such as time dedicated to marketing in the past) isn't clear. But that's a lot of time.

"The extra work will likely lead to time management issues, especially for the small-business owner who's handling social media on top of all the other responsibilities of running a company," said Janine Popick, founder and CEO of VerticalResponse. "This implies that small businesses are in need of tactics and tools now to help them save time."

The complete VerticalResponse survey results are part of the infographic below:


Topic: SMBs

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  • Turbo-charging your social media efforts

    With so much time and effort put into social media posts, it's a shame that much of it falls on deaf ears. There are some ways to "turbocharge" your social media efforts, like using a social media aggregator on your homepage. Of course, you need metrics and goals, and a strategy as well! There's also the learning curve to consider... the more you do it, the more you learn and iterate... I would say stick with it and continue to learn!
    • btw

      that comment should have included a link to this: