Despite the growing popularity of social networks such as Facebook and Twitter, small businesses are failing to engage customers via these channels.
A survey by 123-reg revealed fewer than half of customers are engaging with businesses on social media. Most respondents (59%) said they did not visit corporate profiles on social networks.
Those that did engage with businesses via social media did so because they were drawn in by company news (16%), or by special offers (11%). Just 8% said they interacted with a company’s social media profiles in order to express their opinions.
Thomas Vollrath, CEO of Host Europe (parent company of 123-reg), said businesses need to put some thought into the content they share on social channels.
Vollrath said, “Businesses entering into the social arena need to realise that they can’t just sit back and expect followers to come to them. Every business needs to ensure their content is fresh and engaging, and offers something unique.”