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Survey Explores How SMBs Have Untapped Consumer Connection Points Via Social Media
Sep 07, 2011 (04:09 PM EDT)
Contrary to a rumored "Facebook Fatigue," recent research suggests SMBs can up their level of social engagement with customers to bolster bottom line business results
SAN FRANCISCO, Sept. 7, 2011 /PRNewswire/ -- As consumers continue to clamor to social media channels, a recent survey conducted by Zoomerang Online Surveys and Polls found that small- and mid-sized businesses (SMBs) are not using these tools to the fullest potential to capture their customers' attention.
The survey polled more than 1,100 SMB decision-makers and more than 500 consumers throughout the U.S. on their use of social media. Nearly half of the surveyed SMBs utilize social channels to market to customers; of those, an overwhelming majority (86 percent) have Facebook accounts. The majority of consumers surveyed (93 percent) used Facebook.
"The term 'Facebook Fatigue' has been thrown around a lot lately, but survey data shows that consumers are far from their saturation point with social media," said Alex Terry, General Manager of Zoomerang. "Social media has become a way of life for consumers and it's essential that SMBs use these tools to their maximum potential to connect with customers."
According to the survey results, consumers are more likely to "like" a business on Facebook because of personal interest (31 percent) while SMBs named connecting with customers (28 percent) as their reason for using Facebook. Through Facebook, 19 percent of consumers have "un-liked" a company or brand. Additionally, 37 percent cite special deals/discounts as the way to get their attention on Facebook. Yet, only 10 percent of SMBs find offering specials/discounts on Facebook to be an effective way to reach their customers on Facebook.
"When marketing to customers, SMBs should consider these survey results," said Terry. "While a special discount is a powerful approach to engage, sending them messages directly or asking them their opinion via survey or poll is also a persuasive way to show that they are valued and their opinions are heard."
Zoomerang has answered the need for consumers and businesses to connect on Facebook by introducing a new survey application, Zoomerang Surveys and Polls for Facebook. The free and easy-to-use Facebook application not only allows users to poll their friends on their thoughts and ideas directly on Facebook, but also provides real-time feedback. Businesses can survey customers and prospects on their opinions towards certain products or services as well as what they would like to see offered, giving businesses key, real-time insights into consumer attitudes. As an added benefit, users can add photos and video in their question and answer choices. Plus, Facebook sharing options allow the survey or poll to spread virally to reach people beyond one's immediate network.
For more information on the survey and its results, visit http://www.zoomerang.com/marketing-digital-world-survey-results-2011 to view the report in its entirety.
Zoomerang is a fast, easy-to-use and powerful tool to make and send your own online surveys and polls. Millions of people and thousands of businesses, non-profits and educational institutions trust Zoomerang online surveys and polls to gather feedback allowing them to make better decisions with minimal cost and effort. Zoomerang provides customizable survey templates for the most common questions including customer satisfaction, meeting feedback, product feedback, event planning, online voting and hundreds more. Zoomerang customers can take advantage of Zoomerang Sample, a panel of more than 2.5 million consumers ready to take surveys. Zoomerang is a product of MarketTools Inc. For more information, visit www.zoomerang.com
About MarketTools, Inc.
MarketTools is the leading provider of software and services for market research and enterprise feedback management (EFM). The company is focused on providing leading organizations the actionable customer insights they need to make better business decisions that lead to high-value business impact. As the first company to make online surveys widely available on the Web, MarketTools continues its market leading position by providing the broadest range of powerful, accurate and integrated customer insight technologies that empower companies to become the most customer-centric organizations in their industries. MarketTools' premier portfolio of technology-based insight brands includes CustomerSat™, TrueSample®, Zoomerang®, ZoomPanel® and ZoomPanel Tech™.
MarketTools is a privately held company with corporate headquarters in San Francisco and European headquarters in London. For more information, please visit: http://www.markettools.com.