More than 80% of consumers pay attention to social media posts made by their friends, according to the Word of Mouth Marketing Association -- but small businesses in the U.S. don't seem to realize social media's word-of-mouth-marketing value, marketing expert Scott Anderson writes. A recent Hiscox survey found that only 12% of SMBs were promoting their services through social media. "Twitter, Facebook, Tumblr, and other services can ... function as 'digital neighborhoods' where people ask their friends for help when they're looking for a reliable auto mechanic, party venue ... or a local restaurant. And they're going to trust the answers they receive," Anderson writes.

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