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Social Times – Consumers Value Social Media Presence — But Some Small Businesses Aren’t Buying

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August 14, 2015

By Kimberlee Morrison

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Small businesses stand to gain a lot from engaging with social media. Reviews and other user-generated content can yield a great return and drive purchases. However, according to data from digital display software provider Enplug, 34 percent of small business owners don’t think social media can provide value for their business.

Enplug commissioned market research firm YouGov to survey small business owners and consumers, to find how they felt about social media’s impact on business. YouGov polled 506 American small business owners and 1,155 consumers between Feb. 27 and March 2.

The results largely indicated that small business owners aren’t aware of the weight consumers give to social media content. Small businesses are missing out on great opportunities when they hesitate to engage with customers online.

Thirty-six percent of businesses don’t maintain a social media presence that allows users to comment. The problem with this is that customers want to leave positive feedback. According to the data, one-in-seven customers only leave positive feedback, and as such businesses are completely missing a benefit. In fact, a dedicated review section can provide a multitude of benefits.

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