American businesses are in denial about the need to embrace social media. New research finds that 72 percent of businesses that use social media do not have a clear set of goals or a clear strategy for their social media platforms.
This lack of direction is happening despite the fact that 60 percent of Americans use some sort of social media, according to the Pew Research Center. Businesses, however, are not convinced that social media is anything more than a fad or a temporary phenomenon.
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59 percent of Small Businesses Say Social Media an Asset to Business
April 1, 2010
The majority of small businesses (52 percent) believe having a social media presence is important for companies, according to the Small Business Opinion Poll commissioned by Reno, Nevada-based EMPLOYERS. The national poll also reveals that although there are nearly five million small businesses leveraging social media, that figure only accounts for 16 percent of the 29.7 million small businesses in the United States based on figures from the Small Business Administration.