It doesn’t surprise up that in-person interactions are listed as the most effective marketing activities (we have an infographic about a great piece of survey on this subject coming out in a couple weeks). What does is the ranking for direct mail (really?) and the low percentage for social media marketing. But, for small businesses, social media is probably still a pretty mysterious marketing field with lots of questions about ROI, effectiveness and metrics. Not to mention implementation.
I can see how small business would struggle to measure and understand the effectiveness of social media marketing - larger businesses often have teams and layers of experience to understand such things.
This research was conducted by Constant Contact who note that 74% of the sample were business with 0 - 10 employees - so micro businesses. This might explain the reason that social media isn’t considered as effective as other methods.
At the same time there is a lot of emphasis on small business success in social spheres so I’m surprised social media is still very low on the list, regardless of the sample.