A new survey from email marketing software firm VerticalResponse found that 43% of small businesses (100 employees or less) spend at least six hours a week on social media, with seven percent spending over 21 hours a week on Facebook, Twitter, and such! Wow, with hectic schedules and the many hats they wear, small business owners are spending more time on-line, suggesting that more businesses are either realizing or actually seeing the benefits of social media marketing. “Our survey confirms that small businesses are understanding the value of social media,” said Janine Popick, VerticalResponse CEO/founder. “They’re spending more time doing it, and investing more money into it at a faster rate. But 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. This implies that small businesses are in need of tactics and tools now to help them save time.”
It’s interesting to note that small businesses are realizing the value of content – but, again, time is an issue. More than half (55 percent) of small businesses surveyed have a blog. (Of those, 43 percent publish a blog post at least once a week. Nearly half (45 percent) spend one to three hours to create one post, while 16 percent spend more than three hours. (I can relate as it often takes time to come up with content, write the blog and then post it). So, nearly half of those who blog spend up to three hours per blog post on at least a weekly basis – time that, prior to having a blog, would have been used on other business activities. This suggests that small businesses are recognizing the increasing importance of generating content for social media, over other business activities.
However, while they’re realizing content is valuable, time is still an issue. Respondents reported that finding and posting content to their social networks are the most time-consuming, followed by: learning and education; analyzing their social media efforts; and following their competitors’ activities. Answering questions posted on social media is the least time-consuming.
Even with limited marketing budgets, small businesses are finding value in paying for social media. The survey data show social media budgets are increasing at a faster rate than overall marketing budgets. More than 22 percent reported an increase in their social media budget compared to a year ago, while only 6 percent reported a decrease. So, there are nearly four times the number of small businesses that have increased their social media budget, versus those that have decreased.
Take a look below at the inforgraphic illustrating this data: