While it is given that social media is an essential aspect of an effective business marketing campaign, a study made by small business social marketing platform, Roost, found that almost three-quarters of small business believe that social media marketing is more effective than paid search.
The Roost study pinpointed the low cost of utilizing social media sites and its relative ease of use as the primary factors for small business owners to gravitate towards social media. Aside from its business value, the article also noted that using social networking sites provide “a little fun” into an otherwise stress-filled work day. Almost 45% of those surveyed cited the fun factor as the main reason for going online to socialize.
However, the study also revealed that one issue when marketing via social networking sites is that business owners tend to have a problem in measuring the outcome of the campaign. 45% of the respondents admitted that they were not sure how to do so and 38.5% revealed that they were clueless about what sort of content to post.
