A recent survey reported by emarketer points up a gap between social media usage and effectiveness in creating sales leads for small businesses. The report also highlights an issue previously noted of the resource needed to operate blogs, tweets and facebook to mention just 3 from a rapidly expanding stable of social media sites. Previously we noted some possible b-2-b uses that some companies had found not only useful but effective - but to make it work needs a commitment and manpower resource. As a means for presenting a company's public face this is not an easy call when some 63% of respondents surveyed found social media 'not helpful at all' for lead generation and a further 13% thought it 'not very helpful'. By contrast just 3% considered it 'very helpful' and 9% 'somewhat helpful'. On the other hand these are early days for small b-2-b companies in the big social media pond, they will typically not be big brands individuals will rush to 'follow' either so both a reticence to invest time and disappointing response are not surprising . Perhaps the best way into social media is smart repurposing of PR material that can be provided from an existing resource to gain experience and build followers and monitor results.
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