As consumers continue to clamor to social media channels, a recent survey conducted by Zoomerang Online Surveys and Polls found that small- and mid-sized businesses (SMBs) are not using these tools to the fullest potential to capture their customers' attention. The survey polled more than 1,100 SMB decision-makers and more than 500 consumers throughout the U.S. on their use of social media.
Nearly half of the surveyed SMBs utilize social channels to market to customers; of those, an overwhelming majority (86 percent) have Facebook accounts. The majority of consumers surveyed (93 percent) used Facebook. "The term 'Facebook Fatigue' has been thrown around a lot lately, but survey data shows that consumers are far from their saturation point with social media," said Alex Terry, General Manager of Zoomerang. "Social media has become a way of life for consumers and it's essential that SMBs use these tools to their maximum potential to connect with customers." According to the survey results, consumers are more likely to "like" a business on Facebook because of personal interest (31 percent) while SMBs named connecting with customers (28 percent) as their reason for using Facebook.
Through Facebook, 19 percent of consumers have "un-liked" a company or brand. Additionally, 37 percent cite special deals/discounts as the way to get their attention on Facebook. Yet, only 10 percent of SMBs find offering specials/discounts on Facebook to be an effective way to reach their customers on Facebook. "When marketing to customers, SMBs should consider these survey results," said Terry. "While a special discount is a powerful approach to engage, sending them messages directly or asking them their opinion via survey or poll is also a persuasive way to show that they are valued and their opinions are heard."
