SMBs on Their Online Presence: Facebook Biz Pages Almost As Popular as Websites

November 12, 2013

This article is included in these additional categories:

Digital | Mobile Phone | Social Media | Tablet | Video

BIAKelsey-SMB-Use-of-Online-Marketing-Channels-Nov2013SMBs report being almost as likely to have a Facebook page as they are to have their own website, details BIA/Kelsey in newly-released data from Wave 17 of its “Local Commerce Monitor.” The survey results indicate that 54% of SMBs currently have a business page on Facebook, while 60% have a website. Facebook recently reported [pdf] in its Q3 earnings release that 20 million small businesses around the world have pages, although only about 1 million are advertising. Not surprisingly, SMB adoption of Facebook outpaces their use of Twitter (33.8%) and LinkedIn (32.7%), per the BIA/Kelsey data, with more planning to add a presence on LinkedIn (22.9%) than on Twitter (15.5%) over the next year.

Slightly fewer than 1 in 5 respondents said they use Pinterest (18.8%) and Instagram (17.3%), although those figures would rise significantly if others follow through on their plans. That’s because another 18% say they’re likely to add a presence on each of those networks over the next year.

Some SMBs are making use of video, too: about 4 in 10 host videos on their websites, while 3 in 10 post videos to YouTube. Another 1 in 5 are likely to engage in each of those activities over the next year.

In fact, videos are one of the most likely additions to the online marketing efforts of respondents to the BIA/Kelsey study. The only channel that more SMBs are planning to add is a mobile website, by more than one-quarter of respondents. Currently, fewer than 3 in 10 respondents have a mobile site.

About the Data: The BIA/Kelsey survey sample size is 568. The survey was conducted online in July and may not be statistically significant.

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