Over 50% Small Business Owners Say Social Media is the Most Critical Factor in the Digital Presence of Their Company, according to new GetApp study

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Majority of small businesses say that social media efforts reap the richest rewards, compared to other digital brand building techniques, according to new GetApp research

Donut chart showing response to the question what matters most to your company's digital presence

What matters most to a small business's digital presence

Small businesses can combine social media and other technologies such as digital signage for an even stronger brand building strategy.

Social media is the most effective way of improving a small business’ digital presence. According to new research by GetApp, 56% of small business owners and managers polled said that social media trumps all other digital brand building techniques.

The second most important tactic for brand building, according to the survey, is having a mobile web site, with 28% of respondents citing this as having the greatest impact on their company’s digital presence. The least effective methods for impacting digital presence are mobile apps, digital signage, and NFC (e.g. Apple Pay, Samsung Pay).

The new survey forms part of GetApp’s ongoing research program, GetData, which canvases multiple choice responses from over 500 business professionals working at small and mid-sized companies across the US.

Christophe Primault, co-founder of GetApp says: “It’s clear from this research that small businesses view social media as a more effective brand building strategy, compared to developing apps, or investing in technologies like digital signage or NFC. The beauty of developing your company’s presence through social media is that it is relatively simple to implement, and there’s a whole host of tools that can help organize effective campaigns. That said, small businesses shouldn’t close themselves off to other technologies that can boost their digital presence.”

Mike Kilian, the Mvix Director of Business Development agrees, “Small businesses can combine social media and other technologies such as digital signage for an even stronger brand building strategy. Together, social media and digital signage can help reinforce the brand message and create memorable experiences that will drive customer satisfaction and loyalty.”

Full survey details:

Answers to the question: “Which of these impact the digital presence of your business the most?”
#1. Social media – 56%
#2. Mobile web site – 28.4%
#3. Mobile app – 7.6%
#4. Digital signage in the business – 5.8%

#5. NFC (e.g. Apple Pay, Samsung Pay) – 2.2%

Demographics: 500 US-based respondents from a panel of SMBs (Small and Medium-sized Businesses).

More about GetApp: GetApp, a Gartner company, is an online marketplace for cloud-based business apps, specializing in helping small and medium-sized businesses find, research, and get in touch with business app providers from over 100 software categories. GetApp's Europe office is based in Barcelona, Spain.

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