Social Media is the top marketing channel for SMBs once again. In Wave 19 (2015) of Local Commerce Monitor (LCM), our survey of small and medium businesses, 73.2% of SMBs in the full sample reported that they use social media to promote their businesses.

Facebook Pages continue to dominate social media usage, but there are several other rising stars:

• Facebook Page: 57.4% in 2015, up from 53% in 2014
• Twitter (regular tweets): 20.9% in 2015, up from 18.3% in 2014
• Pinterest: 13.8% in 2015, up from 10.1% in 2014
• Instagram: 11.5% in 2015, up from 8.1% in 2014

SMBs in the Core Sample, the smallest SMBs in our survey, are planning to put 21.1% of the advertising budget towards social media. The larger SMBs, known as Plus Spenders, are planning to put 17.8% of their advertising budget towards social media.

BIA/Kelsey just released a press release and an infographic (below) on this topic.

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BIA/Kelsey’s LCM, Wave 18 reports can be viewed and downloaded by clients here, or purchased a la carte in the new BIA/Kelsey eStore. Wave 19 reports coming soon.

SMBs in the Core Sample spend less than $25,000 annually on advertising and promotion. Plus Spender SMBs spend a minimum of $25,000 annually on advertising and promotion. The full sample is composed of both core and plus spender SMBs.