A STUDY into SMEs active in social media has found small businesses using the platform to leverage online business are likely to achieve greater revenue.
The inaugural Melbourne IT eBiz review polled 3,404 Australian small- and medium-sized businesses with an online presence.
The data showed that SMEs generating 20 per cent or more of their revenues from their website were more likely to use social media.
Melbourne ITs SME eBusiness solutions executive general manager, Damon Fieldgate, said he expected the findings to entice more businesses to adopt social media as part of their business strategy.
“However, it is not as simple as setting up a Facebook page and hoping for the best,” he said.
“SMEs need to think about how social media fits into their online strategy and seek advice where necessary to integrate social media tools with their existing online investments to ensure success.”
Business consultant Nielsen’s online director of digital insights, Mark Higginson, said the survey results were no surprise as Facebook in Australia was now the third largest online brand behind Google and ninemsn.
“Businesses of any size can no longer afford to ignore the growing trend that is social media,” he said.
“Any engagement with consumers has to be a return on investment in one way or another.
Thirty four per cent of SMEs online use social media, and a further 15 per cent said in the survey they planned to include it in their online strategy in future.