Social Media Advertising & Small Businesses


Small businesses year to year show an increase in adoption of social media both free and paid channels over other media. What exactly they are buying, how they are managing and what they are using social media for (communication, retention, etc.) are just some of the questions answered in BIA’s report. The report includes a profile of small businesses that use social media, their ad spending habits and their future marketing plans. Sales people with this report can better understand how to sell complementary as well as paid social advertising to small businesses. Social media companies will have a better understanding of how small businesses pay for and measure success on social media. Agencies can better strategize on how to fit social media into an overall small business marketing campaign. Anyone working with small businesses, digital agencies, marketing service providers can benefit from understanding small businesses spend and use of social media.

Content Summary

Included in the report on small businesses that use social media for advertising is key data from BIA’s Local Commerce Monitor (LCM) survey of small businesses. BIA’s survey tracks more than 55+ different advertising products and services that roll up into these 10 top-level groups:

  • Online advertising (e.g., search, display ads, blogs)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Print and online coupons
  • Broadcast advertising
  • Giveaway items
  • Video advertising (e.g., website videos, YouTube)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Print and digital directory advertising
  • Community sponsorships and advertising

Who Should Read This Report?

  • Executives in charge of social media marketing targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling digital media products including social media products
  • Anyone focused on the trends and direction small business use of social media