Are small businesses using social media effectively? A study of social media use in small businesses

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Author: 
Martin S. Bressler, Kitty Campbell and Brett Elliott
Abstract: 

The importance of small businesses to our nation’s economy cannot be overstated. According to the U.S. Small Business Administration (SBA), in 2013 there were 28.2 million small businesses employing 55 million persons (Small Business Profiles for the States and Territories). Nationally, small businesses represent 99.7% of all businesses and account for 48% of all jobs.Social media is widely used by larger businesses and could be an effective means for small businesses to market to their customer markets. However, a report by eMarketer (SBA Community blog, January 3, 2013) found only 24 percent of small businesses have yet to incorporate social media into their marketing efforts. That same report as referred to findings from Constant Contact where only 49 percent of small businesses considered social media an effective marketing tool. This paper provides findings of a nationwide study of more than 800 small business owners with regard to social media use.

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   Vol. 07, Issue 03, March 2017

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