Are You Social Enough?

SMBs could lose customers to national companies if they don't improve digital commerce

Written by Leigh Doyle

Small- and medium-sized businesses are missing simple opportunities to boost their social media presence. According to recent data from SMB DigitalScape, a U.S. data collection and analysis engine, only 19.5% of SMB websites have a link to a Facebook page, and even fewer have links to Twitter and LinkedIn.

“SMBs worldwide are falling behind consumers in the digital commerce arena,” says Neal Polachek, president of media consulting company BIA/Kelsey.

“Consumers are growing to expect certain levels of functionality,” adds Charles Laughlin, senior vice-president and program director for BIA/Kelsey. “If small and medium-sized businesses don’t catch up with consumers, national players could gain a critical advantage over local independent providers.”

Other findings from the report—which analyzed more than one million SMB websites in 14 countries—include:

  • Six out of 10 SMB websites are missing either a local or toll-free telephone number on the home page to contact the business.
  • 75% of websites lack an email link on their home page for consumers to contact the business.
  • 66% of websites lack a form-fill option to enable consumers to request information.
  • 93% of websites are not mobile-compatible and will not render successfully on mobile devices or smartphones.
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