In fact, I believe "doing social media" is a waste of time created by an army of aspiring social media gurus, marketing consultants and the advertising power of Facebook and LinkedIn to take advantage of the little guy. No offense to these fine folks, I am just skeptical.
So we asked. We surveyed over 16,000 self-employed professionals to get a pulse on how they are actually using social media for their businesses. We were overwhelmed with the number of responses, providing us with results worth sharing.
There were no surprises as to why small business owners were using social media. The top two reasons they're using social media is to identify new customers and build stronger relationships with existing customers.
The surprises were in the details.
Small business owners like you are spending 6x more time on Facebook and LinkedIn than Twitter, Pinterest or Instagram.
The majority of respondents invest more than two hours each day building their social reputations, yet almost 40 percent of these professionals aren't sure whether or not their efforts are working. That's 10 hours a week dedicated to the same imprecise science and guesswork of traditional advertising.
As we followed up our survey with interviews, three things emerged as the most effective reasons for self-employed professionals to use social media.
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