Who Benefits Most From Social Media Marketing? Study Indicates Solos, Small Firms
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Out earlier this month was the 2011 Social Media Marketing Industry Report, authored by Michael Stelzner, founder of SocialMediaExaminer.com. Stelzner surveyed over 3,300 marketers, nearly half of who were either self-employed or small business owners. Half of the respondents marketed B2B; the other half B2C.
These findings should resonate for solo practitioners and small firms:
Marketers place high value on social media: 90% of marketers indicate that social media is important for their business. 67% of self-employed and 66% of small business owners strongly agreed that social media was important to their business
Social media marketing takes a lot of time: The majority of marketers (58%) are using social media for 6 hours or more each week, and more than a third (34%) invest 11 or more hours weekly. Unsurprisingly, those who invest more time reap greater rewards.
Video marketing on the rise: A significant 77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2011.
Marketers seek to learn more about Facebook and blogging: 70% of marketers want to learn more about Facebook and 69% want to learn more about blogging.
The top benefits of social media marketing: The number-one advantage of social media marketing is generating more business exposure, as indicated by 88% of marketers. Increased traffic (72%) and improved search rankings (62%) were also major advantages.
The top social media tools: Facebook, Twitter, LinkedIn and blogs were the top four social media tools used by marketers, in that order.
Social media outsourcing underutilized: While only 28% of businesses are outsourcing some portion of their social media marketing, that number was a 100% increase over 2010. Experienced marketers (3+ years experience in social media marketing) are more likely to use outsourcing than the less experienced.
I’ve always said that social media marketing can be the great equalizer for solos and small firms in competing with larger firms; this study appears to validate that belief.
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