Social networking by small business owners has nearly tripled in
the past three years, jumping 23 percent in the past six months
alone, according to a new survey from Discover, but less than a
third of owners are using it to promote their businesses.
In polls conducted in April and October of this year, the
percentage of small business owners who are members of an online
social networking community increased from 48 percent to 59
percent. But only 29 percent of all small businesses said last
month that they have ever used social networking websites to
promote their businesses.
“Before social networking caught on, small business owners were
limited to more traditional methods of finding new business through
face-to-face outreach, local advertising, basic e-mail and
word-of-mouth, which can be time consuming,” said Ryan Scully,
director of Discover’s business credit card. “Now that they see
some opportunity for reaching specific web audiences exponentially
through their own core contacts, it’s conceivable that skilled
entrepreneurs are already using social networking as a very
surgical marketing tool.”
Discover has been surveying U.S. small business owners about the
issues that affect them for more than four years through the Small
Business Watch. The first poll about social networking was
conducted in October 2007, when only 22 percent of small business
owners said they were members of a “popular general-interest online
community.” In April 2010, the question was rephrased to ask if
they were “a member of any online social networking community such
as Facebook, Linked-In, MySpace or Twitter,” and 48 percent said
they were. By October of this year, the number climbed to 59
percent.
Are you a member of any online social
networkingcommunity such as Facebook, Linked-In,
My Space or Twitter?
Are you a memberof a
populargeneral-interestonline community?
October 2010 April 2010
October 2007 Yes 59% 48% 22% No 40% 51% 78% Not sure 1% 1%
0%
Discover’s polls also show that 76 percent of small business
owners are spending more than an hour online every week related to
their businesses, up from 66 percent in October 2007. Looking
closer at the numbers, the percentage of owners who were spending
more than seven hours a week online for business reasons actually
dropped from 26 percent to 20 percent in three years, but the
percentage of those working from three to seven hours per week
climbed from 19 percent in 2007 to 33 percent in 2010.
How much time do you spend online
everyweek related to your business?
October 2010 October 2007 < 1
hr 21% 29% 1-3 hrs 23% 21% 3-7 hrs 33% 19% 7+ 20% 26% Not sure 3%
5%
Of the 29 percent of small business owners who now say they are
specifically using social networking sites to promote their
businesses, 48 percent cite the biggest benefit as “getting new
business leads” over getting business tips, finding new suppliers
or benefiting in some other way.
“Small business owners don’t have a lot of time to waste, so if
they’re online they have a specific reason to be there, and they
want to get something out of it,” Scully said. “Because it is a
virtual word-of-mouth marketplace, social networking would appear
to be a natural extension of what small business owners do every
day. The issue is how to make it pay off.”
In 2010, 31 percent of small business owners say networking
online has had an impact on their bottom lines, up from 19 percent
in 2007.
Consumers are warming to the idea of social networking as a way
to hear about small businesses: 36 percent of approximately 3,000
consumers told Discover that they would consider using a small
business that they heard about through a social or business
networking site, up from 31 percent in 2007.
“Friends and family members have been recommending their hair
stylists, accountants, plumbers, doctors, decorators and mechanics
forever,” Scully said. “Exactly how entrepreneurs will tap into
those networks proactively remains to be seen. Now that they’re
seeing social networking as a way to get new leads and influence
the bottom line, it’s only a matter of time.”
The views and opinions expressed by small business owners who
participate in the Small Business Watch survey are their own and do
not necessarily reflect those of Discover Financial Services or its
affiliates.
About the Small Business Watch
The Discover Small Business Watch is a monthly index measuring
the relative economic confidence of U.S. small business owners who
have less than five employees, a segment that consists of 22
million businesses producing more than a trillion dollars in annual
receipts. The Watch is based on a national random survey of 750
small business owners. It is commissioned by Discover Business
card, which strives to offer the best business credit card for
American small businesses, and is conducted by Rasmussen Reports,
LLC (www.rasmussenreports.com), an independent survey research
firm. The numeric index is calculated by assigning values to
responses to a set of five consistent questions. The base value of
the Watch was established at 100.0 based on surveys conducted in
August 2006. In addition to generating the index, the Small
Business Watch surveys small business owners every month on key
issues, and polls 3,000 consumers four times per year to gauge
purchasing behavior and attitudes towards small businesses. For
past results and survey data, visit
www.discovercard.com/business/watch. For information on Discover
Business card, visit www.discovercard.com/business.
About Discover
Discover Financial Services (NYSE: DFS) is a direct banking and
payment services company with one of the most recognized brands in
U.S. financial services. Since its inception in 1986, the company
has become one of the largest card issuers in the United States.
The company operates the Discover card, America's cash rewards
pioneer, and offers personal and student loans, online savings
accounts, certificates of deposit and money market accounts through
its Discover Bank subsidiary. Its payment businesses consist of
Discover Network, with millions of merchant and cash access
locations; PULSE, one of the nation's leading ATM/debit networks;
and Diners Club International, a global payments network with
acceptance in more than 185 countries and territories. For more
information, visit www.discoverfinancial.com.
Appendix
Rasmussen Reports, LLC
Discover Small Business Watch
Gauging Attitudes on Social
Networking
1* How much time do you spend online every week related to your
business?
October 2010 October 2007 Less than 1 hour 21% 29%
1-3 hours 23% 21% 3-7 hours 33% 19% More than 7 hours 20% 26% Not
sure 3% 5%
2* Has online networking had any impact on your bottom line?
October 2010 October 2007 Yes 31% 19% No 56% 72% Not
sure 12% 9%
October 10-12, 2010
3* Have you ever used social networking sites to promote your
business?
October 2010
29%
Yes
68%
No
2%
Not sure
4* [only those who answered yes to #3] About how many sites have
you used?
37% 1 44% 2-3 11% 4-5 7% More than 5 1% Not sure
5* [only those who answered yes to #3] What is the biggest
benefit to your business of being part of an online networking
community?
13% Getting business tips 48% Getting new business leads 9%
Getting new suppliers 0% Getting new employees 20% Benefited in
other ways 4% Not benefited at all 5% Not sure
6* Are you a member of any online social networking community
such as Facebook, Linked-In, My Space or Twitter?
Consumers October 2010 Small Business Owners
October 2010 April 2010 Yes 50% Yes 59% 48% No 48% No 40%
51% Not sure 2% Not sure 1% 1%
7* Are you a member of a popular general-interest online
community?
Consumers October 2007 Small Business Owners
October 2007 Yes 23% Yes 22% No 77% No 78%
8* Would you consider using a service or small business that you
heard about on a social or business networking site? [Asked of
3,000 Consumers)
Consumers October 2010 October 2007 Yes 36% 31% No
42% 55% Not sure 22% 14%
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