April 18, 2013
Most small businesses think social media is a waste of time for them, a new survey says.
As USA Today reports, about 61 percent of small businesses have seen no return on investment from their social-media activities, even as they have increased the time they spend on such efforts, according to the survey from Manta, a social network for small businesses.
Owners of small businesses say they use social media to try and acquire new customers, gain leads and referrals, and boost awareness. Many worry they’ll lose customers if they don’t interact with them on social media.
But according to Stephanie Schwab, CEO of Crackerjack Marketing, some small businesses make the mistake of prioritizing social media over proven marketing techniques like having a website.
Pam Springer, Manta’s CEO, says that if small businesses aren’t getting returns from social media, they probably don’t know how to launch a successful campaign or they give up too easily on their social-media efforts.
But as Regina Hartt, owner of Hartt’s Pool Plastering in Turlock, Calif., is quoted as saying, no amount of “Likes” on Facebook will sway a prospective customer to spend $5,000 to $40,000 on a pool-plastering job. — Greg Beaubien