Social media manager now a job description for 1 in 5 SMEs

20 June 2013             

Social media manager now a job description for 1 in 5 SMEs

Research reveals social-savvy businesses go against the grain with revenue results

Small and medium business operators (SMEs) who embrace social media were much more likely to see a revenue rise than a fall in the year to February 2013, according to research by MYOB. This contrasts starkly with the overall trend, where SMEs were more than twice as likely to see revenue fall than rise.

The latest MYOB Business Monitor revealed SMEs using social media were 56% more likely to see a revenue rise, with 28% reporting a rise in revenue and 18% reporting a fall. This compared to the national average of all businesses with 18% rise and 39% fall in revenue respectively.

The research also found a rise in social media usage in the previous nine months. 20% of SMEs used it for business purposes, up on 16%. This was highest amongst Gen Y (30%), followed by Gen X (22%) and Baby Boomers (18%), then those aged 65+ years (9%). The latter was the only generation to decrease its usage.

CEO Tim Reed says, “One in five business owners now wear an additional hat – social media manager. Those who embrace that role are reaping rewards beyond building closer relationships with customers, suppliers, partners and others. The financial benefits are clear.

“Many of these social tools, like Facebook or a blog, don’t need an investment of money to raise a business’s profile, communicate with its target audiences and generate leads; although they do require time. Despite this, only one fifth use social channels. This compares to nearly half of all business owners using smartphones and over one quarter using tablet devices.

“Our research suggests it’s due to a lack of confidence in knowing how to employ social and other online tools that is holding others back. More than half our respondents said they would vote for the political party that proposed providing free government-funded training to all small businesses on how to use the internet to enhance and grow their business. It was good to see some money put aside in last month’s budget for this purpose.”

Social media activities on the rise

The March 2013 report found business usage of various social media channels to be either steady or on the rise:

• 19% used Skype or VOIP to make free business phone calls (vs. 16% in the July 2012 report)
• 18% networked with business colleagues and/or clients on LinkedIn (vs. 13%)
• 16% connected with customers and fans via a business page on Facebook, YouTube or Google+ (vs. 15%)
• 9% shared news and updates via a company blog (vs. 9%)
• 6% communicated via micro-blogging sites such as Twitter (vs. 5%).

Businesses most likely to be socially-savvy

Within the business categories, those most likely to use social media for commercial purposes included:

Across the mainland states, South Australia had the highest proportion of social media users (26%, up from 17% in July 2012), followed by Queensland (23%, up from 17%), Western Australia (22%, up from 17%), Victoria (18%, down on 19%) and New South Wales (17%, up from 12%).

Smartphones and tablets

Nearly half the SMEs surveyed used one or more smartphones for business (46%), while 26% used one or more tablet devices such as an iPad. Start-ups led the more established businesses in both respects. 55% used a smartphone - eight percentage points ahead of the next group, maturing businesses of five to 10 years of age - and 32% used a tablet – six points ahead.

For MYOB product information, research results, business tips, discussions, customer service and more visit the MYOB Business Monitor webpage, MYOB LinkedIn, MYOB Twitter, MYOB Facebook or MYOB YouTube.

-ends-

For further comment or other information please contact:

Kristy Sheppard, MYOB Public Relations & Corporate Affairs Manager

P: 02 9089 9068 / M: 0407 450 860 / E: kristy.sheppard@myob.com

Symon Madry, Haystac Public Affairs Senior Account Manager

P: 02 8094 7779 / M: 0409 919 508 / E: myob@haystac.com.au

About the MYOB Business Monitor

Established in 2004, the MYOB Business Monitor is a national survey of small and medium business owners and managers, commissioned to independent market research firm Colmar Brunton. The most recent study ran in January and February 2013, surveying 1,005 operators from sole traders to mid-sized companies, representing the major industry sectors. The Monitor researches business performance and attitudes regarding areas such as profitability, cash flow, pipeline work, technology usage and the government. Note: the weighting of MYOB client and non-client respondents is reflective of overall market proportions.

About MYOB

Established in 1991, MYOB is now Australia’s largest business management solutions provider. It simplifies accounting, payroll, tax, CRM, websites, job costing, inventory management and much more for businesses of all ages, types and sizes. Over one million businesses in Australia and New Zealand have used one or more of MYOB’s 50+ products and services. Today, its solutions extend online, delivering innovation through cloud computing. This enables its clients to be more productive and make smarter connections with their staff, business partners, business advisors and customers. With a network of 20,000+ accountants, book keepers, certified consultants and other professional partners, MYOB provides support and tools that help make business life easier. Visit: http://myob.com.au/smarterconnections.

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