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Posted on Tue, 01/24/2012 - 04:39 PM by
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This was a pleasure and relief to see: In a new report about small businesses and social media, SMBs listed “new customers” as their most important metric for measuring the success of social media marketing. Whew! Here’s a look at the chart from Borrell Associates, which is based on a survey of almost 4,300 small businesses last year.
My fear was that “getting more fans/followers” would be the top response to that question … but it came in No. 2, which is still too high, but at least it’s a distant second to something that actually moves the bottom line: acquiring new customers. (As I’ve said before, the amount of fans or followers you have doesn’t really matter. Facebook doesn’t issue a check each month based on how many fans you have. Twitter doesn’t, either.) The Borrell report also includes some interesting stats about social media adoption among small business owners: 64.4 percent claim to have a social media presence now, and Borrell estimates 80 percent will have a social media presence by end of 2012. As you’d expect, Facebook was cited as the most used social networking site, with blogs and Twitter far behind.
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