Small and medium-sized brands across the U.S. are struggling to implement social media into their business model, reports eMarketer, citing a study from SMB Group.
Less than a quarter (24 percent) of small businesses – defined as those with between 24 and 99 employees – said that they currently used social media in a “strategic and structured way”, and, overall, just 12 percent have an active company Twitter profile.
Medium-sized companies (those with 100-999 employees) fared a little better, with one-third (33 percent) having a structured approach to their social strategy. Roughly the same number of small (20 percent) and medium-sized firms (19 percent) reported that they currently used social media in an “ad hoc, informal way”.
Facebook was the most popular social channel amongst both small and medium-sized firms, being used by 26 percent and 38 percent of companies respectively. Twitter usage fared slightly higher amongst medium-sized brands at 19 percent.