Despite the fact that 62 percent of adults worldwide are regularly using social media, only 24 percent of Australian SMBs have truly embraced social media as a marketing tool, a new survey has revealed.
The survey, released by Telstra, also found that 12 percent of respondents believe social media has dampened business success.
“Successful Australian businesses are having a two-way conversation with customers online, allowing them to connect and engage on a personal level, either by providing real time customer service, or highlighting relevant new products,” says Will Irving, group managing director of Telstra Business.
“In a digital age where smartphones and tablets are used on a daily basis, we know customers expect a company to have a social media presence.”
The research was conducted by surveying 1000 small businesses, and found that most were apathetic about social media, believing it neither helped nor hindered their business.
However, 77 percent of respondents stated that the internet in general was the most beneficial technology for their business.
Online software was also deemed useful by half the respondents, with online invoicing tools and payment options, mobile broadband, and remote desktop applications found to be the top three services used by SMBs.
Irving believes small businesses are missing out on a key marketing tool by putting social media aside.
With an average of over one million monthly visitors to its site, BikeExchange.com.au, the 2012 Telstra Australian Business of the Year, is a business making the most of social media.
“BikeExchange.com.au leverages a mix of social media tools such as Facebook, Twitter, and Google+, that harness the passion and interest of the biking community to drive interest and growth through targeted onsite promotions,” says Irving.
Here are our top 3 social media tips:
- Don’t make it all about the product – engage in relevant conversations so your audience doesn’t get brand fatigue, and let your personality shine through
- Get your business onto quirky social media platforms like Instagram, where your followers can get an inside look into your business and your personality can really shine through
- Take all the feedback you can get! The beauty of social media is that customers can make their feelings known about your products or business quickly.
