A recent Citibank survey over U.S. companies with fewer than 100 employees found that these businesses are not effectively leveraging online tools to drive their business.  One of the most surprising findings was that while 63% of those surveyed say word-of-mouth is the most effective way to market their business and find new customers, 81% are not using social media because they don't view it as a form of word-of-mouth.  

Actually, they should be thinking of social media as "world-of-mouth," in that it can significantly increase exposure for a brand across the social networks of their customers/fans/followers, and potentially the networks of their friends.  This study shows that many businesses are not adding new tools to their traditional marketing mix because they're not sure how to use them, or because of inexperience with technology. The good news is that 30% of those surveyed intend to use social networking sites in the next 12 months.

To the 70% who still won't be using social media - don't let lack of knowledge, or fear, stand in the way of leveraging a potentially powerful marketing tool.  Educate yourself, or enlist someone who understands the space to help you.  It will pay dividends.

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