Research And Markets Research And Markets

Main Street Goes Social: SMBs Give A Big Thumbs-Up To Social Media

  • ID: 2016295
  • January 2012
  • Region: United States
  • 22 Pages
  • Borrell Associates Inc
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There’s no doubt that small and medium-size businesses (SMBs) are buzzing over social media. To them it’s the Holy Grail — an opportunity to disintermediate those expensive local media channels and deliver their offers directly to potential customers. And not spend a dime!

Or at least that’s what they think. In a survey of more than 4,000 SMBs, local businesses said they expected to spend 13.7 percent of their online advertising budgets on social media in the coming year. That means their expenditure on social media — which settled in at $1.1 billion in 2011, or 6.6 percent of all local online advertising — is likely to double this year. Borrell Associates' forecast for 2012 has SMBs spending $2.0 billion, then doubling again in 2013, to $3.9 billion.

Nearly two-thirds of SMBs were reporting last year that they had a social media presence — most notably on Facebook. According to a survey, that will jump to almost 80 percent before the end of 2012. In fact, Main Street businesses listed social media as the third-highest category in online spending in the coming year — ahead of banner ads, streaming video ads and even mobile advertising.

This 22-page report from industry experts Borrell Associates, Inc. includes READ MORE >

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Social Marketing: Easy to Find, Hard to Measure
Fig.1.1: Current Use of Social Sites by U.S. Small and Medium Sized Businesses (SMBs)
Definition of Social Media
Fig.1.2: Estimated 2011 Use of Social Marketing Platforms by U.S. Businesses

How Much Are SMBs Spending?
Fig.2.1: Reported 2011 Spending Levels for Online Ad Categories
Fig.2.2: Projected 2011 Social Site Online Ad Spending, by Category
Fig.2.3: 2011 Projected Online Social Media Spending — Advertising vs. Promotions
Fig.2.4: Projected 2011 Social Site Online Promotions Spending, by Category

Who’s Getting Social, and Where the Money Goes
Fig.3.1: U.S. Social Site Usage by Advertiser Category
Fig.3.2: How $6.27 Billion in Social Media Spending Was Shared in 2011

How SMBs Measure Social Media Success
Fig.4.1: Most Important Metrics for Measuring Social Media Marketing Success
Fig.4.2: Forecast Growth in Online Social Marketing Spending — 2011 Through 2016
Fig.4.3: U.S. Local Social Site Marketing Spending, 2011 — 2012
Fig.4.4: Forecast U.S. Local Social Site Marketing Spending, 2011—2016


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