Today’s post is a little different but as I read the report I realized that it might be a good fit considering the popularity of Social Media Breakfasts and business-focused digital literacy classes I hear about across Minnesota. Small business use of social media is a topic close to my heart. I know businesses often want to know “what’s normal” or how to better focus their online campaigns. SmartBrief came up with a report that addresses those questions. I’ve just condensed the highlights into an FAQ (Frequently Asked Question) format.

What are small business goals for using social media?

Thirty-six percent of small businesses surveyed by Manta, a small business directory, say their primary goal in using social media is to acquire and engage with new customers, 19 percent say they use it to generate leads and referrals and 17 percent use it to drive awareness.4 In a separate survey, 60 percent of small businesses and nonprofits say social media marketing is well-suited to attracting new customers and engaging existing ones.

How much time are small businesses spending on social media?

Two-thirds of small businesses are spending more time on social media than they were a year ago, and 43 percent report spending six or more hours a week working on social media marketing. Much of this time is spent creating content, reaching out to customers and analyzing results of online campaigns. However, small businesses also use social media tools such as Facebook and Twitter to learn about their competitors and post exclusive deals.

Three in five business owners expect to spend the same or more time on social advertising in the coming year. However, only 8.7 percent plan to use more paid tools such as promoted Facebook posts and sponsored tweets.

Twitter Tips & Trends

Facebook is the most popular social media platform among small businesses, with 35 percent using it compared with 33 percent on LinkedIn and 19 percent on Twitter.7 However, Facebook hasn’t been the most reliable tool for driving online leads. For that, small businesses have largely flocked to Twitter.

Twitter accounts for 82 percent of all social media leads for small businesses, while Facebook accounts for just 9 percent.

In all, 27 percent of U.S. Internet users 18 to 29 have a Twitter account, compared with 16 percent of Internet users in their 30s and 40s.

More than 70 percent of consumers say they are more likely to buy from a small business after following the company on Twitter, and 73 percent say they enjoy receiving updates on products from the companies they follow.

Seventy percent of Twitter users say they have retweeted a small business’s post because they “liked the content,” and 64 percent have mentioned a small business when sharing a positive experience online.

Facebook Tips & Trends

Facebook is the world’s largest social network, with 1.15 billion active monthly users.11 Members tend to be older and wealthier than users of competing networks. Since the end of 2012, the number of Facebook users ages 45 to 54 increased 45 percent. Facebook members include 73 percent of users in the U.S. whose annual incomes are more than $75,000.

According to Facebook, the most successful posts — measured by the number of “Likes” and comments they get — contain 100 to 250 characters. Users also respond to posts that include visual elements such as photos and videos.

Small businesses that cater to mothers and families are more likely to be successful on Facebook, as 72 percent of American moms have a profile page on the social network

LinkedIn Tips & Trends

Since its debut in 2003, LinkedIn has amassed a network of more than 238 million members in 200 countries. Thirty percent of U.S. business owners report using LinkedIn regularly, and 41 percent say the network is the “most valuable agent for growth” among social media platforms.17 One in five online adults is on the platform,18 and students and recent college graduates make up LinkedIn’s fastest growing demographic.19 LinkedIn visitors skew heavily male, 61 percent to 39 percent female.

Pinterest Tips & Trends

More than 70 million users worldwide21 “pin” favorite images onto inspirational “boards” dedicated to subjects on everything from interior decorating to healthy recipes.

Fifteen percent of Internet users regularly visit Pinterest, with well-educated, high-earning women between 18 and 49 making up the bulk of the virtual scrapbooking site’s dedicated users. Twenty percent of college-educated Internet users use Pinterest, compared with 15 percent on Twitter and 12 percent on Instagram.22 Eight of 10 users are female, according to Internet stats keeper comScore, and Pinterest fans are more likely to live in rural areas than members of competing social networks.

Instagram Tips & Trends

More than 150 million active monthly users congregate on the network to share photos and videos from mobile devices. The network is most popular among people ages 18 to 29.

Most businesses use Instagram in conjunction with other social channels, automatically pushing Instagram photos onto Twitter and Facebook. The integration makes it possible to run contests and reward customers for sharing Instagram photos with their friends on other social sites.