Have a look at this chart that Facebook recently shared:
Those stats are from a Forrester survey of major brands — companies with Chief Marketing Officers and Marketing VPs and the like. There aren’t a ton of small businesses with employees holding those titles.
Seventy-six percent of the bigwigs surveyed recognize the value of social media to their brand, but only 33 percent actually have a strategy in place for capitalizing on the opportunities of being social.
I suspect the numbers would be even more pronounced if the survey involved small business owners.
This is actually a fairly common theme when we put on the GetListed.org Local University events. I speak on the social aspects of local marketing — Facebook, Twitter, blogging and the like. And it’s rare that anyone ever asks about the value of social networking; the questions usually deal with developing a strategy, finding time to implement strategies and tactics, and so forth.
I’m hoping that, if these same questions are asked a year from now — whether they’re put to big brands or small biz owners — the difference between the numbers in the upper left and lower right of that graphic will be less pronounced than it is today.
Small business owners: If you’re looking for some ideas on putting together a social media strategy, the article links below should be helpful.