 A Closer Look at Facebook SMBs: Part II -- Online/Mobile Presence and Engagement
Jed Williams, 7/23/2012
EXECUTIVE SUMMARY:
This is the second in a series of extracts from BIA/Kelsey’s Local Commerce Monitor, Wave 15 survey that explores the characteristics, attitudes, behaviors, intentions and spending patterns of SMBs operating a Facebook page. In this second “Facebook SMB” installment, we expand beyond firmographics to probe the online presence, engagement characteristics and strategies of SMBs operating a Facebook page. The survey results show that Facebook SMBs are generally more active and advanced than core SMBs in their adoption of digital products and services. Contrary to some market assumptions, Facebook SMBs appear to view their social media usage as complementary to existing online channels such as websites and profile pages. Future installments of this series will examine performance assessment by media and spending allocation and intentions by media among Facebook SMBs.
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