In looking at the myriad of social networks out there its clear that Facebook has done the most to assist small businesses and it appears for good reason.
The Digital Marketing company G/O Digital recently published a study that; among other benefits, finds consumers use Facebook for company and product research more than any other Social Networking site.
In their study, 1,000 adults between the age of 18-29, it is reported that 80% of these people check online reviews at least once a week before they heading into a physical store and Facebook is by far the top choice for this research with 68% voting it the number-one site, compared to Twitter and Pinterest – 11% and 12%.
“Very few businesses have the capacity to drive this level of nationwide scale with small businesses, so the most bang-for-your-buck way for many small businesses to drive in-store activity (and sales) through social marketing in the short term is going to be Facebook,” said G/O Digital CMO Jeff Fagel. “Pinterest and Twitter should definitely have a place in their larger social marketing strategy, but will serve different purposes and support different objectives.”
Deals and reviews appear to be the most effective tools in influencing Facebook users. The study indicates that 40% state an offer which could be redeemed in-store is the most likely tactic to drive them to make a purchase at a local business while only 10% would do the same in response to a photo or video contest. Meanwhile, 80% of respondents say they would be more likely to purchase from a small business with positive reviews on their Facebook page